How to Avoid Brand Dilution: The Use of Conjunctive Cues in Advertisements for Brand Extensions

Hüttl, V., & Gierl, H. (2015). How to Avoid Brand Dilution: The Use of Conjunctive Cues in Advertisements for Brand Extensions. In Advances in Advertising Research (Vol. V) (pp. 231–244). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-08132-4_17