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Brand leverage power: The critical role of brand balance

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  • Lane, Vicki R.

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  • Lane, Vicki R., 1998. "Brand leverage power: The critical role of brand balance," Business Horizons, Elsevier, vol. 41(1), pages 75-84.
    • Handle: RePEc:eee:bushor:v:41:y:1998:i:1:p:75-84
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    References listed on IDEAS

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    1. Fama, Eugene F, et al, 1969. "The Adjustment of Stock Prices to New Information," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 10(1), pages 1-21, February.
    2. Tauber, Edward M., 1981. "Brand franchise extension: New product benefits from existing Brand Names," Business Horizons, Elsevier, vol. 24(2), pages 36-41.
    3. Fama, Eugene F, 1991. "Efficient Capital Markets: II," Journal of Finance, American Finance Association, vol. 46(5), pages 1575-1617, December.
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