Consumer attitude towards brand extension
Year of publication: |
2013
|
---|---|
Authors: | Srivastava, Kavita ; Sharma, Narendra K. |
Published in: |
Journal of Indian Business Research. - Emerald Group Publishing Limited, ISSN 1755-4209, ZDB-ID 2498367-6. - Vol. 5.2013, 3, p. 177-197
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Brand extension incongruity | FMCG | Involvement | Perceived quality | Perceived risk | Brand extensions | Consumer behaviour |
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