Cross-gender brand extensions: Effects of gender of the brand, gender of consumer, and product type on evaluation of cross-gender extensions

Cross-gender brand extensions: Effects of gender of the brand, gender of consumer, and product type on evaluation of cross-gender extensions

Advances in Consumer Research

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Bibliographic Details
Main Authors: Jung, K., Lee, W.
Other Authors: HUMAN RESOURCE MANAGEMENT UNIT
Format: Conference or Workshop Item
Published: 2013
Online Access:http://scholarbank.nus.edu.sg/handle/10635/44539
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Institution: National University of Singapore
Description
Summary:Advances in Consumer Research

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