"Emphasizing brand heritage: Does it work? And how?" by Gregory M. Rose

Selected Works of Altaf Merchant

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Emphasizing brand heritage: Does it work? And how?

Journal of Business Research (2016)

Gregory M. Rose, University of Washington
Altaf Merchant, University of Washington
Ulrich R. Orth, Oregon State University
Florian Horstmann, University of Bremen

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Disciplines

Economics,
Public Relations and Advertising and
Marketing

Publication Date

January 2, 2016

DOI

10.1016/j.jbusres.2015.06.021

Citation Information

Gregory M. Rose, Altaf Merchant, Ulrich R. Orth and Florian Horstmann. "Emphasizing brand heritage: Does it work? And how?" Journal of Business Research Vol. 69 Iss. 2 (2016) p. 936 - 943
Available at: http://works.bepress.com/altaf-merchant/3/