Improved Marketing Efficiency through Multiproduct Brand Names? An Empirical Investigation of Image Transfer

Research output: Contribution to journal › Article › Research

Cite this

@article{48cd1d1875634af8bceddf38d6b8a9fe,

title = "Improved Marketing Efficiency through Multiproduct Brand Names? An Empirical Investigation of Image Transfer",

author = "Josef Mazanec and G Schweiger",

year = "1981",

language = "English",

volume = "9",

pages = "32--44",

journal = "European Research Journal",

publisher = "The Association of Health Research \& Strategy",

}