The role of consumer knowledge in consumer evaluations of brand extension
This study examines the effects of two types of consumer knowledge, product and brand knowledge, on consumer fit perceptions between an extension and its parent brand, so as to further investigate the role of consumer knowledge in brand extension evaluations. Based on the reviewed literature four hy...
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| Format: | Others |
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Auckland University of Technology,
2008-04-18T01:11:22Z.
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| Online Access: | Get fulltext |