Brand extensions via complements or substitutes : the moderating role of manufacturing transferability
Huifang Mao; Babu John Mariadoss; Raj Echambadi; Pavan Rao Chennamaneni
| Year of publication: |
2012
|
|---|---|
| Authors: | Mao, Huifang ; Mariadoss, Babu John ; Echambadi, Raj ; Chennamaneni, Pavan Rao |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 23.2012, 1, p. 279-292
|
| Subject: | Markentransfer | Brand extension | Substitutionsgüter | Substitute goods | Bewertung | Evaluation | Konsumentenverhalten | Consumer behaviour | Industrie | Manufacturing industries |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009530704