The Effects of ingredient branding strategies on host brand extendibility / Kalpesh Kaushik Desai and Kevin Lane Keller
Material type: ArticleLanguage: English Publisher: Chicago Subject(s): ACTITUDES DEL CONSUMIDOR | ALIANZAS DE MERCADEO | DESARROLLO DE LOS PRODUCTOS | ESTRATEGIAS DE MERCADEO | EVALUACION DEL PRODUCTO | INVESTIGACION DEL CONSUMIDOR | MARCAS REGISTRADAS | PERCEPCION DEL PRODUCTOOther classification: REV In: Journal of Marketing Vol. 66 No. 1 (2002) ; p. 73-93No physical items for this record
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