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

Academic Article

Authors

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

    • Status

    Publication Date

  • June 2020

    • Has Subject Area

    Published In

    Digital Object Identifier (doi)

    Start Page

  • 421

    • End Page

  • 439

    • Volume

  • 37

    • Issue

  • 2