Desperate Times Call for Distal Extensions? Resource Scarcity Shapes Brand Extension Evaluations through a Shift in Mindset

Author(s)

Kelly Goldsmith

Anne Wilson

Caroline Roux

Date Published: 2017
Citations: Goldsmith, Kelly, Anne Wilson, Caroline Roux. 2017. Desperate Times Call for Distal Extensions? Resource Scarcity Shapes Brand Extension Evaluations through a Shift in Mindset.
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