EVALUATION OF BRAND EXTENSIONS - THE ROLE OF PRODUCT FEATURE SIMILARITY AND BRAND CONCEPT CONSISTENCY

被引：658

作者：

PARK, CW

MILBERG, S

LAWSON, R

机构：

[1] GEORGETOWN UNIV, MKT, WASHINGTON, DC 20054 USA

[2] UNIV SCRANTON, MKT, SCRANTON, PA 18510 USA

来源：

JOURNAL OF CONSUMER RESEARCH | 1991年 / 18卷 / 02期

关键词：

D O I：

10.1086/209251

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

收藏

页码：185 / 193

页数：9

相关论文

共 24 条

[21] CONSUMER KNOWLEDGE - EFFECTS ON EVALUATION STRATEGIES MEDIATING CONSUMER JUDGMENTS
SUJAN, M
[J]. JOURNAL OF CONSUMER RESEARCH, 1985, 12 (01) : 31 - 46
[22] PRODUCT CATEGORIZATION AND INFERENCE MAKING - SOME IMPLICATIONS FOR COMPARATIVE ADVERTISING
SUJAN, M
DEKLEVA, C
[J]. JOURNAL OF CONSUMER RESEARCH, 1987, 14 (03) : 372 - 378
[23] TAUBER EM, 1988, J ADVERTISING RES, V28, P26
[24] TVERSKY A, 1977, PSYCHOL REV, V84, P327, DOI 10.1037/h0026750