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Media brand extension of tech conglomerates: The roles of parent brand loyalty, portfolio quality, perceived fit and feedback effects.

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Bibliographic Details
Title: Media brand extension of tech conglomerates: The roles of parent brand loyalty, portfolio quality, perceived fit and feedback effects.
Authors: Kim, Hun1 (AUTHOR), Chang, Byeng-hee2 (AUTHOR), Nam, Sang-Hyun2 (AUTHOR), Kwon, Shin-Hye2 (AUTHOR), Chan-Olmsted, Sylvia M.3 (AUTHOR)
Source: Journal of Brand Strategy. Summer2024, Vol. 13 Issue 1, p84-106. 23p.
Database: Business Source Ultimate
Description
ISSN:2045855X
DOI:10.69554/nxsf7347