The Importance of the Context in Brand Extension: How Pictures and Comparisons Shift Consumers' Focus from Fit to Quality
Year: 2011
Type: article
Source: Journal of Marketing Research
DOI: 10.1509/jmr.08.0060
Authors: Tom Meyvis, Kelly Goldsmith, Ravi Dhar
Institutions: New York University, Northwestern University, Yale University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: closed
OpenAlex ID: W2058827311