Is Congruity Desirable For Brand Extensions? a Conceptual and Meta-Analytic Review
This paper provides a conceptual and meta-analytical review of the congruity literature for brand extensions, by not only synthesizing the theoretical foundation of the congruity effect and estimating the overall mean effect of congruity, but also examining various theoretical and methodological moderators of the congruity effect.
Qian (Claire) Deng and Paul Richard Messinger (2018) ,"Is Congruity Desirable For Brand Extensions? a Conceptual and Meta-Analytic Review", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 86-91.
Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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