When comparative valence frame affects brand extension evaluations : the moderating role of parent-extension fit
Tae Hyun Baek and Karen Whitehill King
| Year of publication: |
2015
|
|---|---|
| Authors: | Baek, Tae Hyun ; King, Karen Whitehill |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 34.2015, 2, p. 382-401
|
| Subject: | comparative valence frame | parent-extension fit | perceived extension risk | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Prospect Theory | Prospect theory | Markenimage | Brand image | Experiment | Risiko | Risk |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011342914