Order of Entry and the Moderating Role of Comparison Brands in Brand Extension Evaluation.
| Autor: | Oakley, James L.1 joakley@krannert.purdue.edu, Duhachek, Adam2 aduhache@indiana.edu, Balachander, Subramanian1 sbalacha@krannet.purdue.edu, Sriram, S.3 |
|---|---|
| Zdroj: | Journal of Consumer Research. Feb2008, Vol. 34 Issue 5, p706-712. 7p. 1 Graph. |
| Databáze: | Business Source Ultimate |
| Externí odkaz: |
|