Media type: E-Article Title: Financial returns to corporate brand extensions : does typicality matter? Contributor: Sezen, Burcu [Author]; Hanssens, Dominique M. [Author] Published: 2023 Published in: Journal of marketing analytics ; 11(2023), 3 vom: Sept., Seite 287-296 Language: English DOI: 10.1057/s41270-023-00220-y Identifier: Keywords: Branding ; Corporate brand extension ; Event study ; Marketing-finance interface ; Aufsatz in Zeitschrift Origination: Footnote: Access State: Open Access