Generic, genuine, or completely new? Branding strategies to leverage new products

Kaleel Rahman*, Charles S. Areni

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)

Fingerprint

Dive into the research topics of 'Generic, genuine, or completely new? Branding strategies to leverage new products'. Together they form a unique fingerprint.

Business & Economics