Can dissimilarity in product category be an opportunity for cross-gender brand extension? / Yuen, Tsunwai Wesley; Nieroda, Marzena; He, Hongwei; Park, Yunseul.
In: Journal of Business Research, Vol. 135, 10.2021, p. 348-357.Research output: Contribution to journal › Article › peer-review
Original language | English |
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Pages (from-to) | 348-357 |
Number of pages | 10 |
Journal | Journal of Business Research |
Volume | 135 |
Early online date | 1 Jul 2021 |
DOIs | |
Publication status | Published - Oct 2021 |
ID: 43180424