Cultural influences on brand extension judgments : opposing effects of thinking style and regulatory focus
Year of publication: |
2019
|
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Authors: | Kim, Kyeongheui ; Park, Jongwon |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 36.2019, 1, p. 137-150
|
Subject: | Culture | Brand extension | Regulatory focus | Processing style | Construal level | Markentransfer | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Luxusgüter | Luxury goods | Kulturelle Identität | Cultural identity | Kognition | Cognition |
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