Journal of Marketing Research · 1994 · 316 citations · 50 references
BusinessMarketingMarketing ManagementBrand ManagementMarketing StrategyStrategic MarketingBrand AssociationsBrand EquityBrand ExperienceBrand ExtensionsExtension EvaluationBrand Extension AdoptionBrand Extension EvaluationBrand Extension FitBrand Extension PositioningBrand Line ExtensionHorizontal Brand ExtensionLine Extension Product SelectionLine Extension Strategy
Srinivas K. Reddy, Susan L. Holak, Subodh Bhat, To Extend or Not to Extend: Success Determinants of Line Extensions, Journal of Marketing Research, Vol. 31, No. 2, Special Issue on Brand Management (May, 1994), pp. 243-262
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A Simple Test for Heteroscedasticity and Random Coefficient Variation
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