Sensory Attributes in Brand Extensions: the Role of Attribute Centrality in Evaluations of Fit
This paper examines the role of sensory attributes in consumer evaluation of brand extensions. Specifically, we investigate how a consumer evaluates brand extensions on touch and smell-related attributes across multiple possible extensions.
Citation:
Samuel B Sekar (2020) ,"Sensory Attributes in Brand Extensions: the Role of Attribute Centrality in Evaluations of Fit", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1199-1199.
Authors
Samuel B Sekar, University of South Florida
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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