Brand spillover effects within a sponsor portfolio: The interaction of image congruence and portfolio size

Journal article

J Cobbs, Mark Groza and G Rich

Marketing Management Journal

01/01/2016

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Title: Brand spillover effects within a sponsor portfolio: The interaction of image congruence and portfolio size
Creators: J Cobbs
Mark Groza - University of Idaho, Business
G Rich
Publication Details: Marketing Management Journal
Identifiers: 996976272001851
Academic Unit: Business
Language: English
Resource Type: Journal article