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1
Conceptualizing and Measuring the Monetary Value of Brand Extensions : The Case of Motion Pictures
Conceptualizing and Measuring the Monetary Value of Brand Extensions : The Case of Motion Pictures
Thorsten Hennig-Thurau, | American Marketing Association | 2009 ,
2
Methods to Test the Spatial Mismatch Hypothesis
Methods to Test the Spatial Mismatch Hypothesis
Houston, D. S., | Clark University | 2005 ,
3
Cultural Paradoxes Reflected in Brand Meaning: Mcdonald=S in Shanghai China
Cultural Paradoxes Reflected in Brand Meaning: Mcdonald=S in Shanghai China
Giana M. Eckhardt, | Association for Consumer Research | 2002 ,
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