Articles

Line Extension Asymmetry: Higher-Quality Line Extensions Help Lower-Quality Line Extensions Do Only Little Harm

T. B. HEATH, D. DELVECCHIO, M. S. MCCARTHY

GfK Marketing Intelligence Review

mai 2013, vol. 5, n°1, pp.31-37

Départements : Marketing

Mots clés : Brand Management, Line Extensions, Product Lines, Brand Evaluations

http://www.gfkmir.com/issues/previous-issues/vol-5-no-1-2013/art-5-no1-2013.html



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