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 journalArticlepeer-review

Original languageEnglish
Pages (from-to)279-292
JournalMarketing Letters
StatePublished - 2012

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