𝔖 Bobbio Scriptorium
✦   LIBER   ✦

How advertising slogans can prime evaluations of brand extensions

✍ Scribed by David M. Boush

Book ID
112141821
Publisher
John Wiley and Sons
Year
1993
Tongue
English
Weight
777 KB
Volume
10
Category
Article
ISSN
0742-6046

No coin nor oath required. For personal study only.

πŸ“œ SIMILAR VOLUMES

Can advertising elements improve consume
Can advertising elements improve consumer evaluations of brand extensions with a moderate or low fit?
✍ Silke Bambauer-Sachse; Verena HΓΌttl; Heribert Gierl πŸ“‚ Article πŸ“… 2011 πŸ› John Wiley and Sons 🌐 English βš– 90 KB

The focus of this paper is on analyzing how consumer evaluations of brand extensions with a moderate or poor fit to the core brand can be enhanced using advertising cues such as a fit prime and advertisement elements that are typically associated with the core brand. The results of the empirical stu