The Importance of the Context in Brand Extension: How Pictures and Comparisons Shift Consumers' Focus from Fit to Quality

The importance of the context in brand extension : how pictures and comparisons shift consumers' focus from fit to quality

Meyvis, Tom, (2012)

The Importance of the Context in Brand Extension : How Pictures and Comparisons Shift Consumers’ Focus from Fit to Quality

Meyvis, Tom, (2013)

THE POWER OF CUSTOMERS' MINDSET Are your customers in a concrete or abstract mindset as they think about purchasing your product? The answer can affect how much they buy.

Goldsmith, Kelly, (2010)