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 journalArticlepeer-review

Original languageEnglish
Pages (from-to)704-719
JournalJournal of the Academy of Marketing Science
StatePublished - 2010

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