An examination of the effects of perceived difficulty of manufacturing the extension product on brand extension attitudes
| Year of publication: |
2010
|
|---|---|
| Authors: | John Mariadoss, Babu ; Echambadi, Raj ; Arnold, Mark J. ; Bindroo, Vishal |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 11878654. - Vol. 38.2010, 6, p. 704-720
|