Building a multi-category brand: when should distant brand extensions be introduced?
Crossref DOI link: https://doi.org/10.1007/s11747-017-0552-7
Published Online: 2017-06-27
Published Print: 2018-03
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Parker, Jeffrey R. http://orcid.org/0000-0003-4587-9381
Lehmann, Donald R.
Keller, Kevin Lane
Schleicher, Martin G.
License valid from 2017-06-27