Brand extensions in the platform countries of Asia - Effects of fit, order of market entry and involvement

Author： Huber Frank   Lenzen Michael   Meyer Frederik   Weihrauch Andrea  

Publisher： Palgrave Macmillan Ltd

ISSN： 1479-1803

Source： The Journal of Brand Management, Vol.20, Iss.5, 2013-04, pp. : 424-443

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