Good Guys Can Finish First: How Brand Reputation Affects Extension Evaluations
Author:
Affiliation:
1. Adelphi University
2. Iowa State University
3. Murray State University
4. Rutgers Business School – Camden
Publisher
Wiley
Subject
Marketing,Applied Psychology
Link
https://onlinelibrary.wiley.com/doi/pdf/10.1002/jcpy.1109
Reference83 articles.
1. Consumer Evaluations of Brand Extensions
2. Nonprofits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter
3. The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior
4. How Far Can a Brand Stretch? Understanding the Role of Self-Construal
5. The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective: Table 1
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