Brand Equity and Shadow Diffusion in the Music Industry: Implications of the Familiar

Ruskin M. Morgan, Huron Consulting Group
Joel C. Watson, Rockhurst University
William L. Moore, Universtiy of Utah
10493.doc
[ to cite ]:
Ruskin M. Morgan, Joel C. Watson, and William L. Moore (2006) ,"Brand Equity and Shadow Diffusion in the Music Industry: Implications of the Familiar", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 317-319.