Parent-protecting advertising in product line extensions: Role of communication strategy, message type and extension type
- 期刊名称Journal of Marketing Communications
- 作者Liu, Yi-Fen; Wu, Chi-Cheng
- 印刷ISSN1352-7266
- 电子ISSN1466-4445
- 文件大小561.82KB
- 发表时间2015-06-11
- DOI10.1080/13527266.2015.1046392
- 页码1-21
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