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Two-Stage Categorization in Brand Extension Evaluation: Electrophysiological Time Course Evidence
A brand name can be considered a mental category. Similarity-based categorization theory has been used to explain how consumers judge a new product as a member of a known brand, a process called brand extension evaluation. This study was an event-related potential study conducted in two experiments....
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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Public Library of Science
2014
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| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4250186/ https://www.ncbi.nlm.nih.gov/pubmed/25438152 http://dx.doi.org/10.1371/journal.pone.0114150 |