Consumer response to different advertising appeals: The role of brand value and the perceptual fit of an extended brand for high-involvement products
Brand extension is a topic that has been widely discussed by academics and practitioners in various studies. Unfortunately, there are only a few that address the role of product involvement, advertising appeals, and value dimensions in the extension acceptance as their main issue. Therefore, this st...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universitas Islam Malang
2020-11-01
|
| Series: | Jema: Jurnal Ilmiah Bidang Akuntansi dan Manajemen |
| Subjects: | |
| Online Access: | http://riset.unisma.ac.id/index.php/jema/article/view/6683 |