Effects of advertising cues on brand extension evaluation : a global versus focused processing style account
Year of publication: |
2013
|
---|---|
Authors: | Puligadda, Sanjay ; Cronley, Maria ; Kardes, Frank R. |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 20.2012/13, 6, p. 473-487
|
Subject: | Werbewirkung | Advertising effects | Markentransfer | Brand extension | Experiment |
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