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- W3090403755 abstract "This research investigates a multiproduct firm’s decision of whether to use the same brand or different brands in different product markets, and in particular how this decision depends on the relatedness between the product markets." @default.
- W3090403755 created "2020-10-08" @default.
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- W3090403755 date "2021-01-01" @default.
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- W3090403755 title "A Model of Brand Architecture Choice: A House of Brands vs. A Branded House" @default.
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- W3090403755 doi "https://doi.org/10.1287/mksc.2020.1245" @default.
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