Advertising for extensions: Moderating effects of extension...

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

Nathalie Dens and Patrick De Pelsmacker
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Volume:
21
Language:
english
Journal:
Marketing Letters
DOI:
10.2307/40604729
Date:
June, 2010
File:
PDF, 1.59 MB
english, 2010
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