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Do We Really Know How Consumers Evaluate Brand Extensions? Empirical Generalizations Based on Secondary Analysis of Eight Studies
- Source :
- Journal of Marketing Research. Nov, 2001, Vol. 38 Issue 4, p494, 7 p.
- Publication Year :
- 2001
-
Abstract
- Models on how consumers form attitudes on brand extensions are discussed.
- Subjects :
- Consumer behavior -- Models
Advertising, marketing and public relations
Business
Subjects
Details
- ISSN :
- 00222437
- Volume :
- 38
- Issue :
- 4
- Database :
- Gale General OneFile
- Journal :
- Journal of Marketing Research
- Publication Type :
- Periodical
- Accession number :
- edsgcl.80957096