The Simple Economics of "Brand-Stretching"
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- Lynne M. Pepall, 2002. "The Simple Economics of Brand Stretching," The Journal of Business, University of Chicago Press, vol. 75(3), pages 535-552, July.
References listed on IDEAS
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"The Simple Economics of Brand Stretching,"
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NEP fields
This paper has been announced in the following NEP Reports:- NEP-BEC-2004-08-31 (Business Economics)
- NEP-COM-2004-08-31 (Industrial Competition)
- NEP-IND-2000-01-24 (Industrial Organization)
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