𝔖 Bobbio Scriptorium
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Selling America to the world: The case of Brand USA

✍ Scribed by Hudson, Simon

Book ID
122208527
Publisher
Elsevier
Year
2014
Tongue
English
Weight
212 KB
Volume
3
Category
Article
ISSN
2212-571X

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Utilizing the case-based reminding theory in analogical reasoning, this research proposes that the evaluation of a brand extension can be improved by reminding consumers of a similar brand in the extension category. This effect is derived from a brand-to-brand similarity, in addition to the product-