Spillover effects of ingredient branded strategies on brand choice: A field study

Vanitha Swaminathan (), Srinivas Reddy () and Sara Dommer ()

Marketing Letters, 2012, vol. 23, issue 1, 237-251

Keywords: Ingredient branding; Cobranding; Brand commitment; Brand loyalty (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (25)

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DOI: 10.1007/s11002-011-9150-5

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