The impact of fit measures on the evaluation of a new product: an application to co-branding and brand extension

LM Bouten, HJ Hultink, CJPM de Bont, N.P.G. van Leeuwen

Research output: Chapter in Book/Conference proceedings/Edited volumeChapterScientificpeer-review

Original languageUndefined/Unknown
Title of host publicationBrand alliances - New models of networking
EditorsPS Gopalakrishnan
Place of PublicationHyderabad
PublisherThe Icfai University Press
Pages87-100
Number of pages14
ISBN (Print)81-314-0845-0
Publication statusPublished - 2007

Keywords

  • Boekdeel internat.wet

Cite this

Bouten, LM., Hultink, HJ., de Bont, CJPM., & van Leeuwen, N. P. G. (2007). The impact of fit measures on the evaluation of a new product: an application to co-branding and brand extension. In PS. Gopalakrishnan (Ed.), Brand alliances - New models of networking (pp. 87-100). The Icfai University Press.