search query: @freeterm brand extension / total: 2
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1.
Exploring the moderating effects of the hedonic / utilitarian value on brand extension evaluations
Journal of International Selling and Sales Management
2007 : VOL. 13:1, p. 3-20
 2007 Tsao, W.
Wu, C.
2.
The critical role of congruency in prototypical brand extensions
Journal of Strategic Marketing
2006 : SEP, VOL 14:3, p. 193-210
 2006 Kalamas, M. et al.
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