Managing the corporate brand
Subtitle: the effects of corporate marketing activity on consumer evaluations of brand extensions
By: Kevin Lane Keller, David A. Aaker
Contributors: Aaker, David A
Series: Working paper report -- no. 97-196; Report (Marketing Science Institute) -- no. 97-106
Publisher: Marketing Science Institute
Published: 1997
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 33
Subjects: Brand choice; Consumers' preferences; Branding (Marketing)
Other titles: Effects of corporate marketing activity on consumer evaluations of brand extensions
Notes: "May 1997."

Includes bibliographical references (p. 31-33)