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1
Sex Sells? The Effects of Gender Marking on Consumer's Evaluations of BRanded Products Across Languages
Sex Sells? The Effects of Gender Marking on Consumer's Evaluations of BRanded Products Across Languages
E. Yorkston, | Association for Consumer Research | 2004 ,
2
The Malleable Brand : The Role of Implicit Theories in Evaluating Brand Extensions
The Malleable Brand : The Role of Implicit Theories in Evaluating Brand Extensions
Eric A. Yorkston, | American Marketing Association | 2010 ,
3
Through the Looking Glass: How a Brand's Malleability Mirrors the Self
Through the Looking Glass: How a Brand's Malleability Mirrors the Self
Yorkston, E. A., | Association for Consumer Research | 2005 ,
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