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1
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 ,
2
Survival of the Fittest: The Multi-faceted Role of Fit in Co-branding
Survival of the Fittest: The Multi-faceted Role of Fit in Co-branding
Pruppers, R., | Association for Consumer Research | 2005 ,
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