@inbook{54a3be570081455b8867dd440382aeb0,
title = "Portfolio Advertising as an Instrument to Strengthen the Corporate Brand in a Complex Brand Architecture",
author = "Franz-Rudolf Esch and Christian Brunner",
note = "Presented at the 2010 European Conference of the Association for Consumer Research held at Royal Holloway, University of London, 30 June - 3 July 2010.",
year = "2011",
month = jul,
language = "English",
isbn = "9780915552665",
volume = "9",
pages = "543",
editor = "Alan Bradshaw and Chris Hackley and Pauline Maclaren",
booktitle = "European Advances in Consumer Research",
publisher = "Association for Consumer Research",
address = "United States",
}