Kim, Kyeongheui; Park, Jongwon; Kim, Jungkeun - In: Journal of Business Research 67 (2014) 4, pp. 591-597
Two studies demonstrate that strong brand relationship quality (BRQ) enhances consumer judgments about brand extensions. Different methods (survey vs. experiment), participants (real consumers vs. college students), and cultural contexts (Korea vs. Canada) demonstrate that this effect...