A cross-cultural comparison of brand extension success factors: A meta-study

Jörg Henseler, Csilla Horváth, Marko Sarstedt, Lorenz Zimmermann
  • Journal of Brand Management, September 2010, Springer Science + Business Media
  • DOI: 10.1057/bm.2010.25

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http://dx.doi.org/10.1057/bm.2010.25

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