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The Role of Identification in Consumers' Evaluations of Brand Extensions
Brand extension is a widely adopted strategy for firms to take advantage of an existing brand's equity in a new product category. The main goal of this paper is to test the moderating role consumer-company identification plays in the effect of product fit and information on consumers' eval...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2018
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6304423/ https://www.ncbi.nlm.nih.gov/pubmed/30618996 http://dx.doi.org/10.3389/fpsyg.2018.02582 |