Consumer Evaluation of Brand Extension for Global and Local Brands: The Moderating Role of Product Similarity-Reference-Cited by-同舟云学术

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Consumer Evaluation of Brand Extension for Global and Local Brands: The Moderating Role of Product Similarity

Published:2013-05 Issue:3 Volume:25 Page:198-215
ISSN:0896-1530
Container-title:Journal of International Consumer Marketing
language:en
Short-container-title:Journal of International Consumer Marketing

Author:

Punyatoya Plavini

Publisher

Informa UK Limited

Subject

Marketing,Management Information Systems

Link

http://www.tandfonline.com/doi/pdf/10.1080/08961530.2013.780857

Reference71 articles.

1. Consumer Evaluations of Brand Extensions

2. How Far Can a Brand Stretch? Understanding the Role of Self-Construal

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