What Makes Brands Elastic? The Influence of Brand Concept...

Journal of Marketing 2010 / 05 Vol. 74; Iss. 3

What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation

Monga, Alokparna Basu, John, Deborah Roedder
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Volume:
74
Language:
english
Journal:
Journal of Marketing
DOI:
10.1509/jmkg.74.3.80
Date:
May, 2010
File:
PDF, 222 KB
english, 2010
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