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Modelling consumer evaluation of brand extensions
Increasing costs involved in building new brands motivate marketers to adopt an alternate route for new product introductions in the form of brand extensions. While extensive research exists for understanding the intricacies of brand extensions in the Western context, there is limited understanding...
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| Format: | Article |
| Language: | English |
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2015
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Ahmedabad (HO): Unknown
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| Copy Unknown (Vol. 19, Issue. 1) | Available Place a Hold |