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

Conference paper (2005)

Authors

LM Bouten Responsible Marketing and Consumer Behavior

H.J. Hultink Responsible Marketing and Consumer Behavior

C Bont External organisation

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

Research Group

Responsible Marketing and Consumer Behavior

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Published Date

2005

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Research Group

Responsible Marketing and Consumer Behavior