## Abstract Branding studies, especially those focusing on brand extension, have often centered on establishing the relationship between consumer evaluation and the match between a product concept and the brand (concept congruity). This study introduces an additional type of congruity that arises i
The effects of product knowledge on the evaluation of warranteed brands
โ Scribed by M. Elizabeth Blair; Daniel E. Innis
- Publisher
- John Wiley and Sons
- Year
- 1996
- Tongue
- English
- Weight
- 790 KB
- Volume
- 13
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
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