Journal Article

Similarity and the Moderating Role of Involvement in the Evaluation of Brand Extensions

Journal of Consumer Psychology
Author(s)

Eyal Maoz

Alice M. Tybout

Date Published: 2002
Citations: Maoz, Eyal, Alice M. Tybout. 2002. Similarity and the Moderating Role of Involvement in the Evaluation of Brand Extensions. Journal of Consumer Psychology. (2)