The impact of fit measures on the evaluation of a new product: an application to co-branding and brand extension

Book chapter (2007)

Authors

LM Bouten Responsible Marketing and Consumer Behavior

H.J. Hultink Responsible Marketing and Consumer Behavior

C.J.P.M. de Bont Management Support

N.P.G. van Leeuwen OLD Management and Organisation

Research Group

Responsible Marketing and Consumer Behavior

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Published Date

2007

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Research Group

Responsible Marketing and Consumer Behavior