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The Influence of Mating Mind-Sets on Brand Extension Evaluation.

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Title: The Influence of Mating Mind-Sets on Brand Extension Evaluation.
Authors: Monga, Alokparna Basu1, Gürhan-Canli, Zeynep2
Source: Journal of Marketing Research (JMR). Aug2012, Vol. 49 Issue 4, p581-593. 13p. 4 Charts, 1 Graph.
Database: Business Source Ultimate
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        Value: 10.1509/jmr.09.0515
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