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1
Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions
Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions
Subramanian Balachander, | American Marketing Association | 2003 ,
2
Monitoring the Dynamics of Brand Equity Using Store-Level Data
Monitoring the Dynamics of Brand Equity Using Store-Level Data
S. Sriram, | American Marketing Association | 2007 ,
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