The Differences of Asian and Western Consumers’ Attitudes towards Brand Extensions by Information Types: Attributerelated versus Non-attribute-related Information
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Keywords
Holistic versus Analytic Thinking; Attribute-related versus Non-attribute-related Information; Brand Extensions; Brand-extension Fit;All these keywords.
JEL classification:
- M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
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