Fisher College

Ohio State University (OSU) - Fisher College of Business

2100 Neil Avenue

Columbus, OH 43210-1144

United States

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Scholarly Papers (1)

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The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions.

Journal of Marketing; Jan2010, Vol. 74 Issue 1, p80-93, 14p, 5 Charts, 3 Graphs
Posted: 21 Oct 2016
Eric Yorkston, Joseph Nunes, Shashi Matta and Fisher College
Texas Christian University, University of Southern California - Marshall School of Business, Fisher College of Business, The Ohio State University and Ohio State University (OSU) - Fisher College of Business

Abstract:

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