The malleable brand: The role of implicit theories in evaluating brand extensions

Journal of Marketing

Volumn 74, Issue 1, 2010, Pages 80-93

  Yorkston, Eric A ^a   Nunes, Joseph C ^b   Matta, Shashi ^c  

^a TEXAS CHRISTIAN UNIVERSITY   (United States)

^b UNIVERSITY OF SOUTHERN CALIFORNIA   (United States)

^c OHIO STATE UNIVERSITY   (United States)

Author keywords

Brand extensions; Brand personality; Branding; Implicit theories; Marketing communication

Indexed keywords

EID: 76349106473     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.74.1.80     Document Type: Article

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