Brand extensions via complements or substitutes: The moderating role of manufacturing transferability
Year of publication: |
2012
|
---|---|
Authors: | Mao, Huifang ; Mariadoss, Babu John ; Echambadi, Raj ; Chennamaneni, Pavan |
Published in: |
Marketing Letters. - Springer. - Vol. 23.2012, 1, p. 279-292
|
Publisher: |
Springer |
Subject: | Brand extensions | Extension evaluations | Manufacturing transferability | Complements | Substitutes |
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