The relative advantages of benefit overlap versus category similarity in brand extension evaluation: The moderating role of self-regulatory focus
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Published in | Marketing Letters Vol. 22; no. 4; pp. 391 - 404 |
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Main Authors | , , |
Format | Journal Article |
Language | English |
Published |
Springer
2011
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Series | Marketing Letters |
Subjects | |
Online Access | Get more information |
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