The relative advantages of benefit overlap versus category...

Marketing Letters 2011 / 12 Vol. 22; Iss. 4

The relative advantages of benefit overlap versus category similarity in brand extension evaluation: The moderating role of self-regulatory focus

Chung-Chau Chang, Bo-Chi Lin and Shin-Shin Chang
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Volume:
22
Language:
english
Journal:
Marketing Letters
DOI:
10.2307/41488547
Date:
December, 2011
File:
PDF, 1.32 MB
english, 2011
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