The importance of the context in brand extension : how pictures and comparisons shift consumers' focus from fit to quality
Tom Meyvis, Kelly Goldsmith, and Ravi Dhar
| Year of publication: |
2012
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|---|---|
| Authors: | Meyvis, Tom ; Goldsmith, Kelly ; Dhar, Ravi |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 49.2012, 2, p. 206-217
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| Subject: | Markentransfer | Brand extension | Produktqualität | Product quality | Bewertung | Evaluation | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009524193