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Academic Journal
The Influence of Mating Mind-Sets on Brand Extension Evaluation.
Authors :
Monga, Alokparna Basu
;
Gürhan-Canli, Zeynep
Subjects:
BRAND extension
;
MALE consumers
;
PRESTIGE pricing
Source:
Journal of Marketing Research (JMR); Aug2012, Vol. 49 Issue 4, p581-593, 13p, 4 Charts, 1 Graph
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