Perceived fit and deal framing: the moderating effect of perceived fit on sales promotions in line and brand extensions
Year of publication: |
2014
|
---|---|
Authors: | Shen, Feng |
Published in: |
Journal of Product & Brand Management. - Emerald Group Publishing Limited, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 23.2014, 4/5, p. 295-303
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Sales promotion | Prospect theory | Line/brand extension | Perceived fit | Performance risk |
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