Two-stage categorization in brand extension evaluation: electrophysiological time course evidence.
A brand name can be considered a mental category. Similarity-based categorization theory has been used to explain how consumers judge a new product as a member of a known brand, a process called brand extension evaluation. This study was an event-related potential study conducted in two experiments....
| المؤلفون الرئيسيون: | , , |
|---|---|
| التنسيق: | مقال |
| اللغة: | English |
| منشور في: |
Public Library of Science (PLoS)
2014-01-01
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| سلاسل: | PLoS ONE |
| الوصول للمادة أونلاين: | http://europepmc.org/articles/PMC4250186?pdf=render |