The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions.
| Autor: | Yorkston, Eric A1, Nunes, Joseph C2, Matta, Shashi3 |
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| Zdroj: | Journal of Marketing. Jan2010, Vol. 74 Issue 1, p80-93. 14p. 5 Charts, 3 Graphs. |
| Databáze: | Business Source Ultimate |
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