@inbook{2efe48c9249147149e78cf2e58be2b21,
title = "Consumer Evaluations of Brand Extensions Positioned by Attribute Information",
abstract = "In consumer research on brand extension evaluations, it has been established that parent brand attitudes could be transferred to extensions as long as the perceived fit is high between the parent brand and the extension product. Adding to this finding, we examined how parent brand attitudes and incoming attribute information of the extension product affect extension evaluations. Here, we present the long abstract version of our work.",
keywords = "Consumer Research, Extension Attribute, Extension Evaluation, Extension Product, Product Information",
author = "Sungho Lee and Monroe, {Kent B.} and Rosa, {Jose A.}",
note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-17356-6_110",
language = "English (US)",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer",
pages = "361",
booktitle = "Developments in Marketing Science",
address = "Germany",
}