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Parental Influence and Teens’ Attitude toward Online Privacy Protection

✍ Scribed by SEOUNMI YOUN

Book ID
111353099
Publisher
John Wiley and Sons
Year
2008
Tongue
English
Weight
144 KB
Volume
42
Category
Article
ISSN
0022-0078

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## 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