PRODUCT FIT AND CONSUMER ATTITUDE TOWARD BRAND EXTENSIONS: THE MODERATING ROLE OF PRODUCT INVOLVEMENT.
| Autor: | Nkwocha, Innocent1, Yeqing Bao2, Johnson, William C.3, Brotspies, Herbert V.3 |
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| Zdroj: | Journal of Marketing Theory & Practice. Summer2005, Vol. 13 Issue 3, p49-61. 13p. |
| Databáze: | Business Source Ultimate |
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