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1
Negative Spillover in Brand Portfolios : Exploring the Antecedents of Asymmetric Effects
Negative Spillover in Brand Portfolios : Exploring the Antecedents of Asymmetric Effects
Jing Lei, | American Marketing Association | 2008 ,
2
The Role of Corporate Social Responsibility in Consumer's Attributions and Brand Evaluations After a Product-Harm Crisis
The Role of Corporate Social Responsibility in Consumer's Attributions and Brand Evaluations After a Product-Harm Crisis
N. Dawar, | Association for Consumer Research | 2004 ,
3
The Impact of Brand Relatedness on Negative Spillover Effects in Brand Portfolios
The Impact of Brand Relatedness on Negative Spillover Effects in Brand Portfolios
Lei, J, | Association for Consumer Research | 2008 ,
4
The Impact of Information Characteristics on Negative Spillover Effects in Brand Portfolios
The Impact of Information Characteristics on Negative Spillover Effects in Brand Portfolios
Lei, J., | Association for Consumer Research | 2006 ,
5
Which Fit Do Consumers Use in Composite Brand Extensions?
Which Fit Do Consumers Use in Composite Brand Extensions?
Pruppers, R, | Association for Consumer Research | 2007 ,
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