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1
Effectiveness of Abstract vs. Concrete Challenge Strategies in Response to the Competitive Threat of Extensions from Mega Brands
Effectiveness of Abstract vs. Concrete Challenge Strategies in Response to the Competitive Threat of Extensions from Mega Brands
Desai, K.K, | Association for Consumer Research | 2008 ,
2
The Effects of Brand Expansions and Ingredient Branding Strategies on Host Brand Extendibility
The Effects of Brand Expansions and Ingredient Branding Strategies on Host Brand Extendibility
Desai, K. K., | Association for Consumer Research | 2001 ,
3
Do Unto Other as You Would Do Unto Yourself: Variety-Seeking Motives in Gift Giving
Do Unto Other as You Would Do Unto Yourself: Variety-Seeking Motives in Gift Giving
T.G. Chowdhurt, | Association for Consumer Research | 2004 ,
4
Can Brand Commitment be Harmful to the Brand? The Moderating Role of Psychological Contracts
Can Brand Commitment be Harmful to the Brand? The Moderating Role of Psychological Contracts
Raju S, | Association for Consumer Research | 2011 ,
5
Maintenance versus Attainment Goals: Influence of Self-Regulation Goal Type on Goal Pursuit Behaviors
Maintenance versus Attainment Goals: Influence of Self-Regulation Goal Type on Goal Pursuit Behaviors
Jiraporn N, | Association for Consumer Research | 2011 ,
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