Cultural orientation and brand Dilution: Impact of motivation level and extension Typicality

Journal of Marketing Research

Volumn 47, Issue 1, 2010, Pages 186-198

  Sharon, N G ^a  

^a NANYANG TECHNOLOGICAL UNIVERSITY   (Singapore)

Author keywords

Brand dilution; Culture; Extension typicality; Motivation; Self construal

Indexed keywords

EID: 76749116656     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.47.1.186     Document Type: Article

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