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The Asymmetric Effects of Extending Brands to Lower and Higher QualityJournal of Marketing, 2011, 75 (4), pp.3-20. ⟨10.1509/jmkg.75.4.3⟩
Journal articles
hal-00668763v1
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Asymmetric Competition in Choice and the Leveraging of Competitive DisadvantagesJournal of Consumer Research, 2000, vol. 27, issue 3, pp. 291-308. ⟨10.1086/317586⟩
Journal articles
hal-00668916v1
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New Brands Versus Brand Extensions, Attitudes Versus Choice: Experimental Evidence for Theory and PracticeMarketing Letters, 2001, vol. 12, issue 1, p. 75-90. ⟨10.1023/A:1008128305630⟩
Journal articles
istex
hal-00668872v1
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