198 research outputs found
Advertising for extensions: the moderating role of extension type, product type, and type of advertising appeal on extension evaluation
When do social alliances pay off? How the effect on corporate image depends on consumers' prosocial attitudes
Advertising for extensions: moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation
Extension attitude and feedback effects in response to extension advertising: the moderating role of product and brand symbolism
Consumer responses to different advertising appeals for new products: the moderating influence of branding strategy and product category involvement
How attitude toward the extension mediates parent brand feedback effects for line and brand extensions in response to extension advertising
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