Cultural Variations in Brand Extension Evaluations and Brand Dilution Effects

10144.doc



Citation:

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.

Authors

Session Chair: Zeynep Gürhan-Canli, University of Michigan
Discussion Leader: Sharon Shavitt, University of Illinois



Volume

NA - Advances in Consumer Research Volume 33 | 2006



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