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How successful would a phone-pillow be : using dual process theory to predict the success of hybrids involving dissimilar products
Gibbert, Michael; Mazursky, David - In: Journal of consumer psychology : JCP : the official … 19 (2009) 4, pp. 652-660
Persistent link: https://www.econbiz.de/10003936191
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A dual-process model of brand extension : taxonomic feature-based and thematic relation-based similarity independently drive brand extension evaluation
Estes, Zachary; Gibbert, Michael; Guest, Duncan; … - In: Journal of consumer psychology : JCP : the official … 22 (2012) 1, pp. 86-101
Persistent link: https://www.econbiz.de/10009548897