Order of Entry and the Moderating Role of Comparison Brands in Brand Extension Evaluation
| Year of publication: |
2008
|
|---|---|
| Authors: | Oakley, James L. ; Duhachek, Adam ; Balachander, Subramanian ; Sriram, S. |
| Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Chicago, Ill : Univ. of Chicago Press, ISSN 0093-5301, ZDB-ID 1886861. - Vol. 34.2008, 5, p. 706-712
|