Does umbrella branding really work? Investigating cross-category brand loyalty
Crossref DOI link: https://doi.org/10.1007/s11573-016-0840-6
Published Online: 2016-11-09
Published Print: 2017-04
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Silberhorn, Nadja
Boztuğ, Yasemin
Hildebrandt, Lutz
Funding for this research was provided by:
Deutsche Forschungsgemeinschaft (DE) (CRC 649)
License valid from 2016-11-09