Can advertising elements improve consumer evaluations of brand extensions with a moderate or low fit
- Publication Type
- Journal contribution (peer reviewed)
- Authors
- Bambauer-Sachse,S.; Huettl, V.; Gierl,H.
- Year of publication
- 2011
- Published in
- Psychology & Marketing
- Band/Volume
- 28, No. 2/
- Page (from - to)
- 205 - 218