The effects of perceived technological incongruence on perceptions of fit between countries, products, and attributes
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- Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. " Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, University of Chicago Press, vol. 18(2), pages 185-93, September.
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- Jun, Sung Youl & Mazumdar, Tridib & Raj, S. P., 1999. "Effects of Technological Hierarchy on Brand Extension Evaluations," Journal of Business Research, Elsevier, vol. 46(1), pages 31-43, September.
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