Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation
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Bibliographic InfoArticle provided by Springer in its journal Marketing Letters.
Volume (Year): 21 (2010)
Issue (Month): 2 (June)
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Web page: http://www.springerlink.com/link.asp?id=100312
Advertising; Aad; Line extension; Brand extension; Involvement;
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- Ahluwalia, Rohini & Gurhan-Canli, Zeynep, 2000. " The Effects of Extensions of the Family Brand Name: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, University of Chicago Press, vol. 27(3), pages 371-81, December.
- Hansen, Flemming, 2005. "Distinguishing between feelings and emotions in understanding communication effects," Journal of Business Research, Elsevier, vol. 58(10), pages 1426-1436, October.
- Aimee Drolet & Patti Williams & Loraine Lau-Gesk, 2007. "Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products," Marketing Letters, Springer, vol. 18(4), pages 211-221, December.
- Shiv, Baba & Fedorikhin, Alexander, 1999. " Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research, University of Chicago Press, vol. 26(3), pages 278-92, December.
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