search query: @indexterm Brand names / total: 212
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| Author: | Ahluwalia, R. Gürhan-Canli, Z. |
| Title: | The effects of extensions on the family brand name: an accessibility-diagnosticity perspective |
| Journal: | Journal of Consumer Research
2000 : DEC, VOL. 27:3, p. 371-381 |
| Index terms: | BRAND NAMES EVALUATION |
| Freeterms: | EXTENSION |
| Language: | eng |
| Abstract: | Previuos research has led to mixed findings regarding the effect of extensions on the family brand name. This research identifies "accessibility of extension information" as a factor that moderates the effects of the valence of extension information and extension category on brand evaluations. |
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