Brand Extension Research
ISBN: 978-0-7656-2092-7, eISBN: 978-0-85724-726-1
Publication date: 1 January 2008
Citation
Merz, M.A., Alden, D.L., Hoyer, W.D. and Kaushik Desai, K. (2008), "Brand Extension Research", Malhotra, N.K. (Ed.) Review of Marketing Research (Review of Marketing Research, Vol. 4), Emerald Group Publishing Limited, Leeds, pp. 92-122. https://doi.org/10.1108/S1548-6435(2008)0000004008
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited