Working Paper
A Schema Unification Model of Brand Extensions
Jan 1, 1992
Examines influence on consumer judgments of brand image, relationship between the brand and extension, and different types of information about the extension.
Working Paper
A Schema Unification Model of Brand Extensions
Jan 1, 1992
Examines influence on consumer judgments of brand image, relationship between the brand and extension, and different types of information about the extension.