Product Fit and Consumer Attitude Toward Brand Extensions: The Moderating Role of Product Involvement

By I. Nkwocha, Y. Bao, W. Johnson, H. Brotspies. 2005

87 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Tourism, Leisure and Hospitality Management

View Paper: https://www.semanticscholar.org/paper/c7ae856fdaef44a151d7ac68dd4274f071af3f14

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Nathalie Dens
2. Patrick De Pelsmacker
3. J. Graafland

In Organizational Behavior and Human Resource Management

1. Nathalie Dens
2. Patrick De Pelsmacker

Citations in the corpus

• Consumer response to different advertising appeals for new products: The moderating influence of branding strategy and product category involvement (2010, background): “Involvement results from the interaction of individuals with products ( Nkwocha et al , 2005 ).”