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Brand resonance: the case of brand extensions of prototypical brands

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Authors
Baird, Michael
Phau, Ian
Date
2009
Type
Conference Paper

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Citation
Baird, M. and Phau, I. 2009. Brand resonance: the case of brand extensions of prototypical brands, in Nejdet Delener, Leonora Fuxman, Victor Lu, Anna Putnova, Luis Eduardo Rivera-Solis (ed), Global Business and Technology Association, Jul 7 2009. Prague: Global Business and Technology Association.
Source Title
Proceedings of Global Business and Technology Association conference
Source Conference
Global Business and Technology Association
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School of Marketing
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