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Items for Author "Schmitt, Bernd H."

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Date of IssueTitle Authors
23-May-1994 Brand extensions in a competitive context : effects of competitive targets and product attribute typicality on perceived qualityHan, Jin Kyung; Schmitt, Bernd H.
Jul-1996 The relative importance of product-category dynamics and corporate identity in brand extensions : a comparison of Hong Kong and U.S. consumersHan, Jin Kyung; Schmitt, Bernd H.