Empirical generalizations from brand extension research: How sure are we?

International Journal of Research in Marketing

Volumn 23, Issue 3, 2006, Pages 253-261

  Echambadi, Raj ^a   Arroniz, Inigo ^b   Reinartz, Werner ^c   Lee, Junsoo ^d  

^a UNIVERSITY OF CENTRAL FLORIDA   (United States)

^b UNIVERSITY OF CINCINNATI   (United States)

^c INSEAD   (France)

^d UNIVERSITY OF ALABAMA   (United States)

Author keywords

Brand extensions; Empirical generalizations; Multicollinearity; Replications; Residual centering

Indexed keywords

EID: 33748185182     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2006.02.002     Document Type: Article

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