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Brand Extension Research

Review of Marketing Research

ISBN: 978-0-7656-2092-7, eISBN: 978-0-85724-726-1

ISSN: 1548-6435

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, Bingley, pp. 92-122. https://doi.org/10.1108/S1548-6435(2008)0000004008

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited