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Cultural influences on brand extension judgments : opposing effects of thinking style and regulatory focus
Kim, Kyeongheui; Park, Jongwon - In: International journal of research in marketing : IJRM ; … 36 (2019) 1, pp. 137-150
Persistent link: https://www.econbiz.de/10012016495
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I think I can, I think I can : brand use, self-efficacy, and performance
Park, Ji Kyung; John, Deborah Roedder - In: Journal of marketing research : JMR 51 (2014) 2, pp. 233-247
Persistent link: https://www.econbiz.de/10010362214
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Building brands for the emerging bicultural market : the appeal of paradox brands
Rodas, Maria A.; John, Deborah Roedder; Torelli, Carlos J. - In: Journal of consumer research : JCR ; an … 48 (2021) 4, pp. 633-650
Persistent link: https://www.econbiz.de/10012799027