| Original language | English |
|---|---|
| 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