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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
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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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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