Work

The critical role of congruency in prototypical brand extensions

Year: 2006

Type: article

Study design: Observational Study

Source: Journal of Strategic Marketing

DOI: 10.1080/09652540600825522

Authors: Maria Kalamas, Mark Cleveland, Michel Laroche, Robert Laufer

Institutions: Kennesaw State University, Western University, Concordia 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: W4245850536

FWCI: 2.347

Cites: 22

Cited by: 33

Related to: 10