Shaping extendibility : the influence of circular versus angular shapes on consumer brand extension evaluation

Yi Wu, Yuanyuan Cai, Xiaohan Zhou, Xinyi Huang

Year of publication:	2024
Authors:	Wu, Yi ; Cai, Yuanyuan ; Zhou, Xiaohan ; Huang, Xinyi
Published in:	Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 171.2024, Art.-No. 114366, p. 1-17
Subject:	Cognitive flexibility \| Angular \| Brand extension \| Circular \| Shape \| Markentransfer \| Konsumentenverhalten \| Consumer behaviour \| Markenführung \| Brand management \| Markenimage \| Brand image \| Kognition \| Cognition

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