The relative advantages of benefit overlap versus category similarity in brand extension evaluation: The moderating role of self-regulatory focus
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References listed on IDEAS
- Campbell, Margaret C & Goodstein, Ronald C, 2001. " The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm," Journal of Consumer Research, Oxford University Press, vol. 28(3), pages 439-449, December.
- Aaker, Jennifer L & Lee, Angela Y, 2001. " "I" Seek Pleasures and "We" Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion," Journal of Consumer Research, Oxford University Press, vol. 28(1), pages 33-49, June.
- Pham, Michel Tuan & Avnet, Tamar, 2004. " Ideals and Oughts and the Reliance on Affect versus Substance in Persuasion," Journal of Consumer Research, Oxford University Press, vol. 30(4), pages 503-518, March.
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KeywordsSelf-regulatory focus; Brand extension; Benefit overlap; Product category similarity;
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