| Original language | English |
|---|---|
| Pages (from-to) | 40 - 63 |
| Journal | Yearbook of Marketing and Consumer Research |
| Volume | 5 |
| Publication status | Published - 1 Feb 2007 |
Six Myths about Managing Brand Architectures
Günter Schweiger, Andreas Strebinger
Publication: Scientific journal › Journal article › peer-review