Branding Strategies, Marketing Communication, and Perceived Brand Meaning: The Transfer of Purposive, Goal-Oriented Brand Meaning to Brand Extensions

• Autores: Ingrid M. Martin, Shashi Matta, David W. Stewart
• Localización: Journal of the Academy of Marketing Science, ISSN 0092-0703, Vol. 33, Nº 3, 2005, págs. 275-294
• Idioma: inglés
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