Yuen, T. W., He, H. and Nieroda, M. (2020) Consumers' Responses to Brand Extensions: An Emotional Perspective. In: 2020 AMA Winter Academic Conference, San Diego, CA.
Full content URL: https://www.ama.org/wp-content/uploads/2020/02/202...
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| Item Type: | Conference or Workshop contribution (Paper) |
|---|---|
| Item Status: | Live Archive |
Abstract
This is pioneer research investigating consumers’ responses to brand extensions from the emotional perspective and how such emotional responses also influence consumers’ behaviors.
| Keywords: | brand extension, emotional responses, cognitive appraisal theory, consumer psychology |
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| Subjects: | N Business and Administrative studies > N500 Marketing |
| Divisions: | Lincoln International Business School |
| ID Code: | 40438 |
| Deposited On: | 06 May 2020 15:16 |
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