What brand do I use for my new product? The impact of new product branding decisions on firm value Academic Article uri icon

published proceedings

  • JOURNAL OF THE ACADEMY OF MARKETING SCIENCE

altmetric score

  • 3.1

author list (cited authors)

  • Kovalenko, L., Sorescu, A., & Houston, M. B.

citation count

  • 0

complete list of authors

  • Kovalenko, Larisa||Sorescu, Alina||Houston, Mark B

publication date

  • March 2022