## Abstract This research investigates the influence of two affective cues, namely, attitude toward the parent brand and attitude toward the extension ad, on brandβextension evaluation. Results show that as perceived congruity between the extension and the parent brand decreases, the influence of a
The influence of branding on adolescent smoking behaviour: exploring the mediating role of image and attitudes
β Scribed by Ian C. Grant; Louise M. Hassan; Gerard B. Hastings; Anne Marie MacKintosh; Douglas Eadie
- Publisher
- John Wiley and Sons
- Year
- 2008
- Tongue
- English
- Weight
- 111 KB
- Volume
- 13
- Category
- Article
- ISSN
- 1465-4520
- DOI
- 10.1002/nvsm.329
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