The influence of mating mind-sets on brand extension evaluation
Year of publication: |
2012
|
---|---|
Authors: | Monga, Alokparna Basu ; Gürhan-Canli, Zeynep |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 49.2012, 4, p. 581-593
|
Subject: | Markentransfer | Brand extension | Produktentwicklung | New product development | Kreativität | Creativity | Konsumentenverhalten | Consumer behaviour | Bewertung | Evaluation |
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