Can Being Similar in Product Category a Liability for Cross-gender Brand Extension? / Yuen, Tsunwai Wesley; Nieroda, Marzena; He, Hongwei; Park, Yunseul.

Proceedings of the European Marketing Academy. 2019.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy
Publication statusPublished - 28 May 2019
This open access research output is licenced under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

ID: 43271299