Original language | English |
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Pages (from-to) | 704-719 |
Journal | Journal of the Academy of Marketing Science |
State | Published - 2010 |
An examination of the effects of perceived difficulty of manufacturing the extension product on brand extension attitudes
Babu John Mariadoss, Raj Echambadi, Mark J. Arnold, Vishal Bindroo
Research output: Contribution to journal › Article › peer-review