Open AccessThe Effects of Parent Brand Attitudes and Congruity- incongruity of Utilitarian and Hedonic Attributes on Extension Evaluations: Gaining Insights for the Desirable Positioning
Author(s) -
Sungho Lee
Publication year - 2018
Publication title -
journal of product research
Language(s) - English
Resource type - Journals
ISSN - 1226-6132
DOI - 10.36345/kacst.2018.36.2.001
Subject(s) - extension (predicate logic) , brand extension , psychology , marketing , advertising , social psychology , business , computer science , brand awareness , programming language
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