How far can a brand stretch? Understanding the role of self-construal

Journal of Marketing Research

Volumn 45, Issue 3, 2008, Pages 337-350

  Ahluwalia, Rohini ^a  

^a UNIVERSITY OF MINNESOTA   (United States)

Author keywords

Brand extensions; Brand stretch; Extension consistency; Relational processing; Self construal

Indexed keywords

EID: 46849099161     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.45.3.337     Document Type: Article

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