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The relative advantages of benefit overlap versus category similarity in brand extension evaluation: The moderating role of self-regulatory focus

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  • Chung-Chau Chang
  • Bo-Chi Lin
  • Shin-Shin Chang

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  • Chung-Chau Chang & Bo-Chi Lin & Shin-Shin Chang, 2011. "The relative advantages of benefit overlap versus category similarity in brand extension evaluation: The moderating role of self-regulatory focus," Marketing Letters, Springer, vol. 22(4), pages 391-404, November.
    • Handle: RePEc:kap:mktlet:v:22:y:2011:i:4:p:391-404
    DOI: 10.1007/s11002-010-9131-0
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    References listed on IDEAS

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    1. Crowe, Ellen & Higgins, E. Tory, 1997. "Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making," Organizational Behavior and Human Decision Processes, Elsevier, vol. 69(2), pages 117-132, February.
    2. Pham, Michel Tuan & Avnet, Tamar, 2004. "Ideals and Oughts and the Reliance on Affect versus Substance in Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(4), pages 503-518, March.
    3. Campbell, Margaret C & Goodstein, Ronald C, 2001. "The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 439-449, December.
    4. Aaker, Jennifer L & Lee, Angela Y, 2001. ""I" Seek Pleasures and "We" Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 33-49, June.
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    Cited by:

    1. Bernhard Swoboda & Carolina Sinning, 2021. "Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations," Management International Review, Springer, vol. 61(4), pages 563-598, August.
    2. Kevin Lane Keller, 2016. "Reflections on customer-based brand equity: perspectives, progress, and priorities," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 1-16, June.
    3. Paul W. Miniard & Rama K. Jayanti & Cecilia M. O. Alvarez & Peter R. Dickson, 2018. "What brand extensions need to fully benefit from their parental heritage," Journal of the Academy of Marketing Science, Springer, vol. 46(5), pages 948-963, September.
    4. Hong Jun Huang & Jun Yang & Benrong Zheng, 2021. "Demand effects of product similarity network in e-commerce platform," Electronic Commerce Research, Springer, vol. 21(2), pages 297-327, June.

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