Beyond Survival of the Fittest: The Influence of Consumers’ Mindset on Brand Extension Evaluations
نویسندگان
چکیده
mindset, we expect that these mindsets can also be naturally influenced by the 3 As in subsequent studies, data from participants who were not familiar with one of the parent brands for the cottage cheese (n = 81) or moisturizer (n = 2) extensions were removed from the analysis for that replicate. Furthermore, data from participants who chose the “no choice” option when choosing between the cottage cheese brands (n = 24) or the facial moisturizer brands (n = 60) were also removed from the analysis for that replicate.
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