Original language | English |
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Pages (from-to) | 279-292 |
Journal | Marketing Letters |
State | Published - 2012 |
Brand extensions via complements or substitutes: The moderating role of manufacturing transferability
Huifang Mao, Babu John Mariadoss, Raj Echambadi, Pavan Rao Chennamaneni
Research output: Contribution to journal › Article › peer-review