Prototype or Exemplar? Effects of Self Construal on Brand Extension Evaluation in a Multi-Product Brand Context.
| Autor: | Banerjee, Pronobesh1, Ze Wang1, Mishra, Sanjay1, Singh, Surendra N.1 |
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| Zdroj: | Advances in Consumer Research. 2010, Vol. 37, p755-757. 3p. |
| Databáze: | Business Source Ultimate |
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