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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
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 ,
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