Locus of Equity and Brand Extension

Stijn Osselaer, JW Alba

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

Prevailing wisdom assumes that brand equity increases when a brand touts its des
Original languageUndefined/Unknown
Pages (from-to)539-550
Number of pages12
JournalJournal of Consumer Research
Volume29
Issue number4
Publication statusPublished - 2003

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