Using dominance measures to evaluate brand extensions
By: Paul M. Herr, Peter H. Farquhar, Russell H. Fazio
Contributors: Fazio, Russell H; Farquhar, Peter H
Series: Report / Marketing Science Institute -- no. 93-120; Report (Marketing Science Institute) -- no. 93-120
Publisher: Marketing Science Institute
Published: 1993
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 29
Subjects: Brand name products; New products -- Marketing
Notes: "November 1993."

"Working paper."

Includes bibliographical references (p. 26-29)