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A Cross-Cultural Comparison of Brand Extension Success Factors: A Meta-Study

 

Authors/Editors: J. Henseler
C. Horváth
M. Sarstedt
L. Zimmermann
Published: 2010
Type: Articles in Refereed Journals (International)
ISBN/ISSN: 1350-231X
Published in: Journal of Brand Management
Additional information: Vol. 18 (1), S. 5 - 20