The role of corporate image and extension similarity in service brand extensions

J.C. de Ruyter, M.G.M. Wetzels

Research output: Working paper / PreprintWorking paper

878 Downloads (Pure)
Original languageEnglish
Place of PublicationMaastricht
PublisherMETEOR, Maastricht University School of Business and Economics
Publication statusPublished - 1 Jan 2000

Publication series

SeriesMETEOR Research Memorandum

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