Consumer evaluations of brand extensions : mediating effects of consumer involvement and user-status

Pradeep KrishnatrayAmit Saini2023-12-152023-12-151997005100200http://ir.mica.ac.in/handle/123456789/5014viii, 108p.en-USmarketing researchbrandsbrandingbrand extensionsconsumer involvementevaluationsConsumer evaluations of brand extensions : mediating effects of consumer involvement and user-statusThesis