Order of entry and the moderating role of comparison brands in brand extension evaluation

Journal of Consumer Research

Volumn 34, Issue 5, 2008, Pages 706-712

  Oakley, James L ^a   Duhachek, Adam ^b   Balachander, Subramanian ^a   Sriram, S ^c  

^a PURDUE UNIVERSITY   (United States)

^b INDIANA UNIVERSITY   (United States)

^c UNIVERSITY OF CONNECTICUT   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 38949140816     PISSN: 00935301     EISSN: None     Source Type: Journal    
DOI: 10.1086/521905     Document Type: Article

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