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The effects of brand name structure on brand extension evaluations and parent brand dilution /

Sood, Sanjay.

The effects of brand name structure on brand extension evaluations and parent brand dilution / Sanjay Sood ... [et al.]. - c2012. - 49 : 3, page 373 - Journal of Marketing Research .

Subjects--Topical Terms:
Brand delution.
Brand naming.
Categorization.
Product experience.
Subbranding.

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The effects of brand name structure on brand extension evaluations and parent brand dilution /

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