Branding access offers: the importance of product brands, ownership status, and spillover effects to parent brands
- Journal Article
Journal / seriesJournal of the Academy of Marketing Science
Pages / Article No.
SubjectAccess; Brand management; Ownership effect; Spillover effect; Consumption mode extension
Organisational unit03995 - von Wangenheim, Florian / von Wangenheim, Florian
NotesReceived 14 February 2014, Accepted 25 March 2015, Published online 18 April 2015.
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