Effects of advertising cues on brand extension evaluation: A global versus focused processing style account

Author: Puligadda Sanjay   Cronley Maria   Kardes Frank  

Publisher: Palgrave Macmillan Ltd

ISSN: 1479-1803

Source: The Journal of Brand Management, Vol.20, Iss.6, 2013-06, pp. : 473-487

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Abstract