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~person:"Monga, Alokparna Basu"
~subject:"Cultural identity"
~subject:"Evaluation"
~subject:"Internationales Marketing"
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Cultural identity
Evaluation
Internationales Marketing
Brand extension
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Consumer behaviour
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Monga, Alokparna Basu
Dhar, Ravi
3
Falkenreck, Christine
2
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Hem, Leif E.
2
John, Deborah Roedder
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Loken, Barbara
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Punyatoya, Plavini
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Aulōnitēs, Geōrgios I.
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Baek, Tae Hyun
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ECONIS (ZBW)
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The influence of mating mind-sets on brand extension evaluation
Monga, Alokparna Basu
;
Gürhan-Canli, Zeynep
- In:
Journal of marketing research : JMR
49
(
2012
)
4
,
pp. 581-593
Persistent link: https://www.econbiz.de/10009580801
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2
What makes brands elastic? : the influence of brand concept and styles of thinking on brand extension evaluation
Monga, Alokparna Basu
;
John, Deborah Roedder
- In:
Journal of marketing
74
(
2010
)
3
,
pp. 80-92
Persistent link: https://www.econbiz.de/10008822088
Saved in:
3
Understanding cultural differences in brand extension evaluation : the influence of analytic versus holistic thinking
Monga, Alokparna Basu
;
John, Deborah Roedder
- In:
Handbook of brand relationships
,
(pp. 247-266)
.
2009
Persistent link: https://www.econbiz.de/10003915618
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