Using dominance measures to evaluate brand extensions
By: Paul M. Herr, Peter H. Farquhar and Russell H. Fazio.
Contributors: Farquhar, Peter H.; Fazio, Russell H.; Marketing Science Institute.
Series: Report / Marketing Science Institute -- no.93-120; Working paper / Marketing Science Institute
Publisher: Marketing Science Institute
Published: 1993
Place of publication: Cambridge, Mass
Language: eng