The critical role of congruency in prototypical brand extensions

Maria Kalamas, Mark Cleveland, Michel Laroche, Robert Laufer
  • Journal of Strategic Marketing, September 2006, Taylor & Francis
  • DOI: 10.1080/09652540600825522

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http://dx.doi.org/10.1080/09652540600825522

The following have contributed to this page: Mark Cleveland and Dr Michel Laroche