Affect transfer from multiple product categories : The case of comparative brand extension advertising and the moderating role of self-construal
Thesis (Ph.D.)--University of Hawaii at Manoa, 2008. === Companies are increasingly extending their brands into related or distant product categories to capitalize on their existing brand equity (called similar and dissimilar brand extensions, respectively). While prior research has extensively exa...
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| Language: | en-US |
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2011
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| Online Access: | http://hdl.handle.net/10125/20650 |