مرکز منطقه ای اطلاع رساني علوم و فناوري - Empirical generalizations from brand extension research: How sure are we?

Title of article :

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

Author/Authors :

Raj Echambadi، نويسنده , , Inigo Arroniz، نويسنده , , Werner Reinartz، نويسنده , , Junsoo Lee، نويسنده ,

Issue Information :

ماهنامه با شماره پیاپی سال 2006

Pages :

From page :

253

To page :

261

Keywords :

Brand extensions , Empirical generalizations , Replications , Multicollinearity , Residual-centering

Journal title :

International Journal of Research in Marketing

Serial Year :

2006

Journal title :

International Journal of Research in Marketing

Record number :

124606

Link To Document :