The relative advantages of benefit overlap versus category similarity in brand extension evaluation: The moderating role of self-regulatory focus
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Bibliographic InfoArticle provided by Springer in its journal Marketing Letters.
Volume (Year): 22 (2011)
Issue (Month): 4 (November)
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Web page: http://www.springerlink.com/link.asp?id=100312
Self-regulatory focus; Brand extension; Benefit overlap; Product category similarity;
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- Pham, Michel Tuan & Avnet, Tamar, 2004. " Ideals and Oughts and the Reliance on Affect versus Substance in Persuasion," Journal of Consumer Research, University of Chicago Press, vol. 30(4), pages 503-18, March.
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