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 |
| Extent: | text/html |
|---|---|
| Type of publication: | Article |
| Source: |
Persistent link: https://www.econbiz.de/10010867831