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Keywords: Brand spillover
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2016) 33 (2): 298–318.
Published: 11 April 2016
... empirically. © Emerald Group Publishing Limited 2016 Brand extensions Brand spillover Repeated ad exposure Brand growth Effects on brand growth Research on brand extensions lies at the core of the global branding literature and is seen as a critical area for future research...
