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Keywords: Involvement
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Journal Articles
International Journal of Commerce and Management (2011) 21 (4): 410–427.
Published: 22 November 2011
...Kavita Srivastava; Narendra K. Sharma Purpose The purpose of this paper is to propose and test a conceptual framework specifying the multidimensional role of involvement and perceived risk in brand extension domain. Design/methodology/approach A survey research design was applied to test...
