The interactive effects of product and brand portfolio strategies on brand performance: Longitudinal evidence from the U.S. automotive industry - Concepedia

Concepedia

Publication | Closed Access

The interactive effects of product and brand portfolio strategies on brand performance: Longitudinal evidence from the U.S. automotive industry

35

Citations

71

References

2019

Year

Ahmet H. Kirca, Praneet Randhawa, M. Berk Talay, M. Billur Akdeniz

International Journal of Research in Marketing

MarketingBrand Portfolio StrategiesU.s. Automotive IndustryInteractive MarketingManagementBrand StrategyBusinessConsumer ResearchBrand PerformanceBusiness StrategyBrand AwarenessStrategic ManagementBrand Equity

References

	Year	Citations

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