What brand do I use for my new product? The impact of new product branding decisions on firm value
Crossref DOI link: https://doi.org/10.1007/s11747-021-00817-8
Published Online: 2021-11-06
Published Print: 2022-03
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Kovalenko, Larisa
Sorescu, Alina http://orcid.org/0000-0002-3625-0656
Houston, Mark B.
Text and Data Mining valid from 2021-11-06
Version of Record valid from 2021-11-06
Article History
Received: 15 August 2020
Accepted: 12 October 2021
First Online: 6 November 2021
Declarations
:
: The authors declare that they have no conflict of interest.