What brand do I use for my new product? The impact of new product branding decisions on firm value
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DOI: 10.1007/s11747-021-00817-8
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- Burcu Sezen & Dominique Hanssens, 2023. "Financial returns to corporate brand extensions: does typicality matter?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 287-296, September.
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Keywords
New product introduction; Branding decisions; Brand extensions; Firm value; Tobin’s Q; Event study;All these keywords.
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