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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 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 ,
3
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 ,
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