What brand do I use for my new product? : the impact of new product branding decisions on firm value
Year of publication: |
2022
|
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Authors: | Kovalenko, Larisa ; Sorescu, Alina ; Houston, Mark B. |
Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 50.2022, 2, p. 338-365
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Subject: | New product introduction | Branding decisions | Brand extensions | Firm value | Tobin's Q | Event study | Markenführung | Brand management | Produktentwicklung | New product development | Unternehmenswert | Innovation | Markentransfer | Brand extension | Marketingmanagement | Marketing management | Markenimage | Brand image | Ereignisstudie | Tobins Q | Ankündigungseffekt | Announcement effect |
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