Consumers’ Evaluation of Brand Extensions: An Application of Multiple-Group Causal Models in Assessing Cross Product Category Measurement Equivalence

Authors

Sreejesh S., IFHE University

Abstract

Sreejesh S., MA, MBA, MPhil PhD, is an assistant professor of management and marketing, IBS, IFHE University, Hyderabad, India, 501 504.

First Page

1

Last Page

23

Copyright

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Recommended Citation

S., Sreejesh (2011) "Consumers’ Evaluation of Brand Extensions: An Application of Multiple-Group Causal Models in Assessing Cross Product Category Measurement Equivalence," Southern Business Review: Vol. 36: Iss. 2, Article 3.
Available at: https://digitalcommons.georgiasouthern.edu/sbr/vol36/iss2/3