Stephen Newell

Western Michigan University

Kalamazoo, MI 49008

United States

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Effective Strategies for Developing Meaningful Names and Associations for Co-Branded Products in New and Emerging Markets

Journal of Brand Management, Vol. 24, Issue 4, 2017
Number of pages: 13 Posted: 30 May 2018
Kun Chen, Stephen Newell, Lei Zhang, Gang Kou and li chen hua
Nanjing University, Western Michigan University, University of Electronic Science and Technology of China (UESTC), University of Electronic Science and Technology of China (UESTC) - School of Economics and Management and Nanjing Audit University
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Abstract:

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Ingredient co-branding, Brand names, Order effects, Brand equity, Emerging markets