Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation

Marketing Letters

Volumn 21, Issue 2, 2010, Pages 175-189

  Dens, Nathalie ^a   de Pelsmacker, Patrick ^a,b  

^a UNIVERSITY OF ANTWERP   (Belgium)

^b GHENT UNIVERSITY   (Belgium)

Author keywords

Aad; Advertising; Brand extension; Involvement; Line extension

Indexed keywords

EID: 77953325389     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-009-9086-1     Document Type: Article

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