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Papers Available for Multi Branding |
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Sources list for MULTI BRANDING |
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Mason, H.C. & R.G. Milne. (1994). An Approach for Identifying Cannibalisation within Product Line Extension and Multi-Brand Strategies, Journal of Business Research, 31(1):163-170.
Customer Relationship Management (CRM)
Brown, S., R. Kozinets, and J. Sherry. (July 2003). Teaching old brands new tricks: Retro branding and the revival of brand meaning. Journal of Marketing, Vol. 67.
Consumer Behavior Study in International Banking
Temporal, Paul. (not dated). The Power of Brands: How to enhance your brand in Asia. In Orient Pacific. Available: http://www.orientpacific.com/brands.htm
Brand Names Versus Generics
Tragos, William H. International Branding. In Brands: The new wealth creators. London: Macmillian Press Ltd.
Brand Names Versus Generics
Temporal, Paul. Lee, K.C. (2001). Hi-Tech Hi-Touch Branding : Creating Brand Power in the Age of Technology. John Wiley & Sons.
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