Brand typicality and distant novel extension acceptance:...

Journal of Business Research 2015 / 01 Vol. 68; Iss. 1

Brand typicality and distant novel extension acceptance: How risk-reduction counters low category fit

Goedertier, Frank, Dawar, Niraj, Geuens, Maggie, Weijters, Bert
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Volume:
68
Language:
english
Journal:
Journal of Business Research
DOI:
10.1016/j.jbusres.2014.04.005
Date:
January, 2015
File:
PDF, 711 KB
english, 2015
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