Brand Spillover as a Marketing Strategy
Management science, 2022-07, Vol.68 (7), p.5348-5363 [Peer Reviewed Journal]COPYRIGHT 2022 Institute for Operations Research and the Management Sciences ;Copyright Institute for Operations Research and the Management Sciences Jul 2022 ;ISSN: 0025-1909 ;EISSN: 1526-5501 ;DOI: 10.1287/mnsc.2021.4165
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