Brand extensions via complements or substitutes: The...

Marketing Letters 2012 / 03 Vol. 23; Iss. 1

Brand extensions via complements or substitutes: The moderating role of manufacturing transferability

Huifang Mao, Babu John Mariadoss, Raj Echambadi, Pavan Rao Chennamaneni
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Volume:
23
Language:
english
Pages:
14
DOI:
10.1007/s11002-011-9153-2
Date:
March, 2012
File:
PDF, 217 KB
english, 2012
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