Der Einfluss des Markenportfolios auf die Dachmarke durch Portfolio-Werbung: Eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchitekturen

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Brunner, C. and Esch, F.-R. (2010) Der Einfluss des Markenportfolios auf die Dachmarke durch Portfolio-Werbung: Eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchitekturen. Marketing, 3. pp. 144-161. ISSN 0344-1369

Additional Information	"Impact of corporate brand on product brands via portfolio advertising: an empirical investigation strengthening corporate brand and product brands in complex brand architectures"
Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/33202
Refereed	Yes
Divisions	Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing
Additional Information	"Impact of corporate brand on product brands via portfolio advertising: an empirical investigation strengthening corporate brand and product brands in complex brand architectures"
Publisher	Beck
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