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 (Archived): Vol. 36: Iss. 2, Article 3.
Available at: https://digitalcommons.georgiasouthern.edu/sbr/vol36/iss2/3

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