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Keywords: Inferred motive
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2023) 35 (8): 2047–2065.
Published: 12 December 2022
.... Design/methodology/approach Two studies were conducted to assess the effect of extension direction (upward vs downward) on consumers' extension evaluations. Study 1 incorporated implicit theories of relationships (the growth belief) as a moderator and inferred motives for launching a vertical line...
