𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Influence of Viewing Context on the Determinants of Attitude Toward the Ad and the Brand

✍ Scribed by Keith S Coulter; Girish Punj

Book ID
117320268
Publisher
Elsevier Science
Year
1999
Tongue
English
Weight
305 KB
Volume
45
Category
Article
ISSN
0148-2963

No coin nor oath required. For personal study only.

πŸ“œ SIMILAR VOLUMES

Affective cues and brand-extension evalu
Affective cues and brand-extension evaluation: Exploring the influence of attitude toward the parent brand and attitude toward the extension ad
✍ Xiaoli Nan πŸ“‚ Article πŸ“… 2006 πŸ› John Wiley and Sons 🌐 English βš– 240 KB

## Abstract This research investigates the influence of two affective cues, namely, attitude toward the parent brand and attitude toward the extension ad, on brand‐extension evaluation. Results show that as perceived congruity between the extension and the parent brand decreases, the influence of a