The relative advantages of benefit overlap versus category...

Marketing Letters 2011 / 11 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, Shin-Shin Chang
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Volume:
22
Language:
english
Pages:
14
DOI:
10.1007/s11002-010-9131-0
Date:
November, 2011
File:
PDF, 159 KB
english, 2011
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