Jungju Yu. A Model of Brand Architecture Choice: A House of Brands vs. A Branded House. Marketing Science, 40(1):147-167, 2021. [doi]
@article{Yu21-15,
title = {A Model of Brand Architecture Choice: A House of Brands vs. A Branded House},
author = {Jungju Yu},
year = {2021},
doi = {10.1287/mksc.2020.1245},
url = {https://doi.org/10.1287/mksc.2020.1245},
researchr = {https://researchr.org/publication/Yu21-15},
cites = {0},
citedby = {0},
journal = {Marketing Science},
volume = {40},
number = {1},
pages = {147-167},
}