An examination of the effects of perceived difficulty of manufacturing the extension product on brand extension attitudes

Journal of the Academy of Marketing Science

Volumn 38, Issue 6, 2010, Pages 704-719

  Mariadoss, Babu John ^a   Echambadi, Raj ^b   Arnold, Mark J ^c   Bindroo, Vishal ^d  

^a WASHINGTON STATE UNIVERSITY   (United States)

^b UNIVERSITY OF ILLINOIS AT URBANA CHAMPAIGN   (United States)

^c SAINT LOUIS UNIVERSITY   (United States)

^d INDIANA UNIVERSITY SOUTH BEND   (United States)

Author keywords

Brand attitudes; Brand extensions; Curvilinear relationship; Moderation; Perceived difficulty; Perceived fit; Transferability

Indexed keywords

EID: 77958465421     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-010-0190-9     Document Type: Article

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