The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions
Year of publication: |
2010
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Authors: | Yorkston, Eric A ; Nunes, Joseph C ; Matta, Shashi |
Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 74.2010, 1, p. 80-94
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