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Keywords: Range theory
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2018) 52 (3-4): 575–595.
Published: 05 February 2018
...Nicolas Gonçalves Pontes Purpose Literature in brand extensions has relied greatly on categorization theory and on prototypical models of categorization to explain the affect transfer from a parent brand to its extensions. Drawing on the range theory exemplar models of categorization, this paper...
