Work

Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation

Year: 2009

Type: article

Source: Marketing Letters

DOI: 10.1007/s11002-009-9086-1

Authors: Nathalie Dens, Patrick De Pelsmacker

Institutions: University of Antwerp, Ghent University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2007391755

FWCI: 7.254

Cites: 32

Cited by: 58

Related to: 10