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Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation

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  • Nathalie Dens
  • Patrick Pelsmacker

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  • Nathalie Dens & Patrick Pelsmacker, 2010. "Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation," Marketing Letters, Springer, vol. 21(2), pages 175-189, June.
    • Handle: RePEc:kap:mktlet:v:21:y:2010:i:2:p:175-189
    DOI: 10.1007/s11002-009-9086-1
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    References listed on IDEAS

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    1. Michael S. Mccarthy & Timothy B. Heath & Sandra J. Milberg, 2001. "New Brands Versus Brand Extensions, Attitudes Versus Choice: Experimental Evidence for Theory and Practice," Post-Print hal-00668872, HAL.
    2. Sandor Czellar, 2003. "Consumer attitude toward brand extensions : An Integrative Model and Research Propositions," Post-Print hal-00480357, HAL.
    3. Ahluwalia, Rohini & Gurhan-Canli, Zeynep, 2000. "The Effects of Extensions of the Family Brand Name: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(3), pages 371-381, December.
    4. Hansen, Flemming, 2005. "Distinguishing between feelings and emotions in understanding communication effects," Journal of Business Research, Elsevier, vol. 58(10), pages 1426-1436, October.
    5. Shiv, Baba & Fedorikhin, Alexander, 1999. "Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 278-292, December.
    6. Aimee Drolet & Patti Williams & Loraine Lau-Gesk, 2007. "Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products," Marketing Letters, Springer, vol. 18(4), pages 211-221, December.
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    Cited by:

    1. Razzaq, Ali & Shao, Wei & Quach, Sara, 2024. "Meme marketing effectiveness: A moderated-mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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