Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model
| Year of publication: |
2006
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|---|---|
| Authors: | Mao, Huifang ; Krishnan, H.Shanker |
| Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Chicago, Ill : Univ. of Chicago Press, ISSN 0093-5301, ZDB-ID 1886861. - Vol. 33.2006, 1, p. 41-49
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