Can Being Similar in Product Category a Liability for Cross-gender Brand Extension?

Tsun Wai Yuen, Marzena Nieroda, Hongwei He, Yunseul Park

Research output: Contribution to conferencePaperpeer-review

Original languageEnglish
Publication statusPublished - 2019
EventEuropean Marketing Academy Conference (EMAC) 48th Annual Conference - The University of Hamburg, Hamburg, Germany
Duration: 28 May 201931 May 2019

Conference

ConferenceEuropean Marketing Academy Conference (EMAC) 48th Annual Conference
Country/TerritoryGermany
CityHamburg
Period28/05/1931/05/19

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