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1
What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation
What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation
Alokparna Basu Monga, | American Marketing Association | 2010 ,
2
Consumer Response to Brand Extensions : Dose Culture Matter?
Consumer Response to Brand Extensions : Dose Culture Matter?
Alokparna Basu Monga, | Association for Consumer Research | 2004 ,
3
What Makes You Happier-a Nonloss or a Gain? The Moderating Role of Regulatory Focus and Need for Cognition
What Makes You Happier-a Nonloss or a Gain? The Moderating Role of Regulatory Focus and Need for Cognition
Monga A,, | Association for Consumer Research | 2004 ,
4
Time versus Money: Differential Use of Heuristics
Time versus Money: Differential Use of Heuristics
Monga, A, | Association for Consumer Research | 2008 ,
5
Cultural Differences in Brand Extension Evaluations: The Moderating Role of Functional and Prestige Brand Concepts
Cultural Differences in Brand Extension Evaluations: The Moderating Role of Functional and Prestige Brand Concepts
Monga, A.B, | Association for Consumer Research | 2008 ,
6
Effect of Temporal Units on Duration Sensitivity
Effect of Temporal Units on Duration Sensitivity
Monga A, | Association for Consumer Research | 2011 ,
7
The Fading of Optimism: Temporal Changes in Expectations about Product Performance
The Fading of Optimism: Temporal Changes in Expectations about Product Performance
Monga, A., | Association for Consumer Research | 2005 ,
8
The Brand Extension Evaluation Process: Insights From the Continuum Model of Impression Formation
The Brand Extension Evaluation Process: Insights From the Continuum Model of Impression Formation
Ashwani Monga, | Association for Consumer Research | 2002 ,
9
Brand As a Relationship Partner: Gender Differences in Perspectives
Brand As a Relationship Partner: Gender Differences in Perspectives
Alokparna Basu Monga, | Association for Consumer Research | 2002 ,
10
Is That Deal Worth My Time? The Interactive Effect of Relative and Referent Thinking on Willingness to Seek a Bargain
Is That Deal Worth My Time? The Interactive Effect of Relative and Referent Thinking on Willingness to Seek a Bargain
Ritesh Saini, | American Marketing Association | 2010 ,
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