Eric Yorkston

Texas Christian University

Fort Worth, TX 76129

United States

  • Texas Christian University

SCHOLARLY PAPERS

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Scholarly Papers (2)

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1.

The Role of Implicit Theories in Brand Extendibility

Marshall School of Business Working Paper No. MKT 06-07
Number of pages: 38 Posted: 26 Jun 2007
Eric Yorkston, Joseph Nunes and Shashi Matta
Texas Christian University, University of Southern California - Marshall School of Business and Fisher College of Business, The Ohio State University
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brand personality, incremental theory, entity theory

2.

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

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