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~subject:"Evaluation"
~person:"Monga, Alokparna Basu"
~person:"Mao, Huifang"
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Monga, Alokparna Basu
Mao, Huifang
Dhar, Ravi
3
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2
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Journal of marketing research : JMR
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Marketing letters : a journal of research in marketing
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ECONIS (ZBW)
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The influence of mating mind-sets on brand extension evaluation
Monga, Alokparna Basu
;
Gürhan-Canli, Zeynep
- In:
Journal of marketing research : JMR
49
(
2012
)
4
,
pp. 581-593
Persistent link: https://www.econbiz.de/10009580801
Saved in:
2
Brand extensions via complements or substitutes : the moderating role of manufacturing transferability
Mao, Huifang
;
Mariadoss, Babu John
;
Echambadi, Raj
; …
- In:
Marketing letters : a journal of research in marketing
23
(
2012
)
1
,
pp. 279-292
Persistent link: https://www.econbiz.de/10009530704
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