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Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation

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  • Nathalie Dens

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  • Patrick Pelsmacker

Abstract

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Suggested Citation

  • Nathalie Dens & Patrick Pelsmacker, 2010. "Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation," Marketing Letters, Springer, vol. 21(2), pages 175-189, June.
  • Handle: RePEc:kap:mktlet:v:21:y:2010:i:2:p:175-189
    DOI: 10.1007/s11002-009-9086-1
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    File URL: http://hdl.handle.net/10.1007/s11002-009-9086-1
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    References listed on IDEAS

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    1. Ahluwalia, Rohini & Gurhan-Canli, Zeynep, 2000. " The Effects of Extensions of the Family Brand Name: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Oxford University Press, vol. 27(3), pages 371-381, December.
    2. Hansen, Flemming, 2005. "Distinguishing between feelings and emotions in understanding communication effects," Journal of Business Research, Elsevier, vol. 58(10), pages 1426-1436, October.
    3. Shiv, Baba & Fedorikhin, Alexander, 1999. " Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research, Oxford University Press, vol. 26(3), pages 278-292, December.
    4. 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.
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    Citations

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    Cited by:

    1. Yann Verhellen & Nathalie Dens & Patrick Pelsmacker, 2016. "Do I know you? How brand familiarity and perceived fit affect consumers’ attitudes towards brands placed in movies," Marketing Letters, Springer, vol. 27(3), pages 461-471, September.

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