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The Relevance of Perceived Fit in Symmetric and Asymmetric Brand Extensions

Lookup NU author(s): Charles Kemp, Professor Klaus Schoefer, Professor Markus Blut


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Publication metadata

Author(s): Kemp C, Schoefer K, Blut M, Sichtmann C

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: British Academy of Management (BAM) Conference

Year of Conference: 2017

Acceptance date: 29/06/2017