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Brand extensions via complements or substitutes: The moderating role of manufacturing transferability

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  • Huifang Mao
  • Babu John Mariadoss
  • Raj Echambadi
  • Pavan Chennamaneni

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Suggested Citation

  • Huifang Mao & Babu John Mariadoss & Raj Echambadi & Pavan Chennamaneni, 2012. "Brand extensions via complements or substitutes: The moderating role of manufacturing transferability," Marketing Letters, Springer, vol. 23(1), pages 279-292, March.
    • Handle: RePEc:kap:mktlet:v:23:y:2012:i:1:p:279-292
    DOI: 10.1007/s11002-011-9153-2
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    References listed on IDEAS

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    1. Huffman, Cynthia & Houston, Michael J, 1993. "Goal-Oriented Experiences and the Development of Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 190-207, September.
    2. Alokparna Basu Monga & Deborah Roedder John, 2007. "Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 529-536, December.
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    Cited by:

    1. Ganesh Pillai, Rajani & Bindroo, Vishal, 2014. "The moderating roles of perceived complementarity and substitutability on the perceived manufacturing difficulty–extension attitude relationship," Journal of Business Research, Elsevier, vol. 67(7), pages 1353-1359.
    2. Muhammad Hassan & Muhammad Rizwan, 2016. "Corporate Governance Under Multi- Theoretical Perspective," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 12(1), pages 12-15.
    3. Christophe Bèzes & M. Mercanti-Guerin, 2017. "La similarité en marketing : périmètre, mesure et champs d'application," Post-Print hal-02008205, HAL.
    4. Yasir Ali Soomro & Muzzaffar Ali Issani & Shahzad Nasim, 2016. "Consumer Perceived Brand Concept & Close Brand Extension: A Multi-Mediation Model Analysis," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 12(1), pages 347-359.
    5. Christophe Bezes & Maria Mercanti-Guérin, 2017. "Similarity in marketing: Scope, measurement, and fields of application [La similarité en marketing : périmètre, mesure et champs d'application]," Post-Print hal-02086666, HAL.

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