A Process-Tracing Study of Brand Extension Evaluation
The authors explore the implications of considering a brand as representing a category consisting of its products. They report results of a laboratory experiment in which respon...
Publications
1 shownFrequent Co-Authors
Researcher Info
- h-index
- 1
- Publications
- 1
- Citations
- 812
- Institution
- University of Minnesota System
External Links
Identifiers
- ORCID
- 0000-0001-5860-3590
Impact Metrics
h-index
1
h-index: Number of publications with at least h citations each.