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How does the congruity of brand names affect evaluations of brand name extensions?

Joan Meyers-Levy; Therese A. Louie; Mary T. Curren

Journal of Applied Psychology 1994
DOI
10.1037/0021-9010.79.1.46
Volume
79 (1)
Pages
46-53
Language
en
Export
BibTeX
Sources
crossref