Extending brands with new product concepts: The role of category attribute congruity, brand affect, and brand breadth
| Year of publication: |
1994
|
|---|---|
| Authors: | Sheinin, Daniel A. ; Schmitt, Bernd H. |
| Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 31.1994, 1, p. 1-10
|
| Publisher: |
Elsevier |