Cultural Variations in Brand Extension Evaluations and Brand Dilution Effects

Session Chair: Zeynep Gürhan-Canli, University of Michigan
Discussion Leader: Sharon Shavitt, University of Illinois
10144.doc
[ to cite ]:
Session Chair: Zeynep Gürhan-Canli and Discussion Leader: Sharon Shavitt (2006) ,"Cultural Variations in Brand Extension Evaluations and Brand Dilution Effects", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 672-678.