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Negative Spillover in Brand Portfolios: Exploring the Antecedents of Asymmetric Effects

✍ Scribed by Lei, Jing; Dawar, Niraj; Lemmink, Jos

Book ID
118747016
Publisher
American Marketing Association
Year
2008
Tongue
English
Weight
143 KB
Volume
72
Category
Article
ISSN
0022-2429

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