The influence of mating mind-sets on brand extension evaluation

Journal of Marketing Research

Volumn 49, Issue 4, 2012, Pages 581-593

  Monga, Alokparna Basu ^a   Zeynep, Gürhan CANLI ^b  

^a UNIVERSITY OF SOUTH CAROLINA   (United States)

^b KOÇ UNIVERSITY   (Turkey)

Author keywords

Brand extensions; Creativity; Gender; Mating; Mind set

Indexed keywords

EID: 84865465947     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.09.0515     Document Type: Article

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