Work

Normative Versus Comparative Fit: Prototype-based and Exemplar-based Brand Extension Evaluation

Year: 2004

Type: article

Source: ACR North American Advances

Authors: Huifang Mao, Harinarayan Krishnan

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: W2187765718

FWCI:

Cites: 36

Cited by: 1

Related to: 10