Consumer response to brand extensions: construal level as a moderator of the importance of perceived fit
Year of publication: |
2008
|
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Authors: | Kim, Hakkyun ; John, Deborah Roedder |
Published in: |
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1057-7408, ZDB-ID 1109529-5. - Vol. 18.2008, 2, p. 116-126
|
Subject: | Markenführung | Brand management | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour |
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