The malleable brand the role of implicit theories in evaluationg brand extensions.

The malleable brand the role of implicit theories in evaluationg brand extensions.

Detalhes bibliográficos
Publicado no:Journal of marketing V. 74, 1-4 (2010).
Autor principal: Yorkston, Eric A.
Formato: Artigo
Idioma:English
Assuntos:
Personality traits.
Consumer behavior.
Perceptions.
Brand image.