𝔖 Bobbio Scriptorium
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Consumer responses to brand extensions: a comprehensive model

✍ Scribed by Martínez, Eva; Pina, José M.


Book ID
125535451
Publisher
Emerald Group Publishing Limited
Year
2010
Tongue
English
Weight
220 KB
Volume
44
Category
Article
ISSN
0309-0566

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## Abstract In two studies employing fictitious and real brands, this paper shows that brand attachment goes beyond attitude and fit in determining consumers' behavioral reactions to brand extensions such as purchase intentions, willingness to pay, word‐of‐mouth, and forgiveness. The effect is pron