Belief Transfers in Co-branding and Brand Extension and the Roles of Perceptual Fit
Existing co-branding and brand extension research generally coalesces around two important constructs: perceptual fit and attitude toward the brand. Studies in co-branding and brand extension to date have generally emphasized the transference of affective elements of attitude from parent brand to th...
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| Format: | Others |
| Language: | English |
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University of North Texas
2015
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| Online Access: | https://digital.library.unt.edu/ark:/67531/metadc801896/ |