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Consumer evaluation of brand extensions: the process, and moderating role of involvement
Brand extension is the strategy of using a well-established brand name to enter a different product category. Consumers1 evaluation of a brand extension is primarily suggested to be a function of brand affect (attitude ...
Study of the repurchase behaviour of farmers: case of the Indian tractor market
Knowledge about a product category affects various aspects of the consumer buying process. This has been recognized by researchers as an important factor in the field of consumer behavior. It has been found to influence ...