The relative advantages of benefit overlap versus category similarity in brand extension evaluation: The moderating role of self-regulatory focus

Chung-Chau Chang (), Bo-Chi Lin and Shin-Shin Chang

Marketing Letters, 2011, vol. 22, issue 4, 404 pages

Keywords: Self-regulatory focus; Brand extension; Benefit overlap; Product category similarity (search for similar items in EconPapers)
Date: 2011
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DOI: 10.1007/s11002-010-9131-0

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