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

Huifang Mao, Babu John Mariadoss, Raj Echambadi () and Pavan Chennamaneni

Marketing Letters, 2012, vol. 23, issue 1, 279-292

Keywords: Brand extensions; Extension evaluations; Manufacturing transferability; Complements; Substitutes (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1007/s11002-011-9153-2

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