Brand Extensions in a Competitive Context: Effects of Competitive Targets and Product Attribute Typicality on Perceived Quality
نویسنده
چکیده
Jin K. Han is Assistant Professor of Marketing, School of Business and Management, The Hong Kong University of Science & Technology. The author would like to thank Bernd H. Schmitt, Don Lehmann, three anonymous reviewers, and the editor for their helpful comments. All correspondence should be sent to the Department of Marketing, School of Business & Management, The Hong Kong University of Science & Technology, Clear Water Bay, Kowloon, Hong Kong. E-mail: [email protected] Tel: (852) 23587703 Fax: (852) 2358-2429
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