Affective cues and brand-extension evalu
✍
Xiaoli Nan
📂
Article
📅
2006
🏛
John Wiley and Sons
🌐
English
⚖ 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