Work

Brand Synergy Effects in Multiple Brand Extensions

Year: 2007

Type: article

Source: Journal of Marketing Research

DOI: 10.1509/jmkr.44.4.663

Authors: Byung Chul Shine, Jongwon Park, Robert S. Wyer

Institutions: Korea University, Hong Kong University of Science and Technology

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2018486689

FWCI: 28.54

Cites: 22

Cited by: 93

Related to: 10