The importance of the context in brand extension: How pictures and comparisons shift consumers' focus from fit to quality

Journal of Marketing Research

Volumn 49, Issue 2, 2012, Pages 206-217

  Meyvis, Tom ^a   Goldsmith, Kelly ^b   Dhar, Ravi ^c  

^a NEW YORK UNIVERSITY   (United States)

^b NORTHWESTERN UNIVERSITY   (United States)

^c YALE SCHOOL OF MANAGEMENT   (United States)

Author keywords

Brand comparisons; Brand extension; Decision context; Shoppers' mindset; Visual information

Indexed keywords

EID: 84860578955     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.08.0060     Document Type: Article

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