"Brand Spillover as a Marketing Strategy."

Xiaole Wu, Fuqiang Zhang, Yu Zhou (2022)

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DOI: 10.1287/MNSC.2021.4165

access: closed

type: Journal Article

metadata version: 2022-10-18

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Xiaole Wu, Fuqiang Zhang, Yu Zhou:
Brand Spillover as a Marketing Strategy. Manag. Sci. 68(7): 5348-5363 (2022)

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