Does Loving a Brand Mean Loving Its Products? The Role of Brand-Elicited Affect in Brand Extension Evaluations
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Vol. XLII (November 2005), 495–506 495 © 2005, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Catherine W.M. Yeung is an assistant professor, Department of Marketing, NUS Business School, National University of Singapore (e-mail: [email protected]). Robert S. Wyer Jr. is a professor, Department of Marketing, Hong Kong University of Science and Technology (e-mail: [email protected]). The research was conducted as part of the first author’s doctoral dissertation. The authors acknowledge the helpful input of the anonymous JMR reviewers. In addition, the authors thank Cheng Qiu for assistance in data collection. This research was supported by a grant (No. R-316-000-052-112) from the National University of Singapore, Republic of Singapore, and grants (Nos. RGC HKUST 6022/00H and HKUST 6053/01H) from the Research Grants Council of the Hong Kong Special Administrative Region, China. CATHERINE W.M. YEUNG and ROBERT S. WYER JR.*
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