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The Interactive Effects of Mood and Involvement on Brand Extension Evaluations

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References

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1991Affect, Cognition and Social Behavior813 cited

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1996Mood and the use of scripts: Does a happy mood really lead to mindlessness?799 cited

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2011Can advertising elements improve consumer evaluations of brand extensions with a moderate or low fit?32 cited
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2018What brand extensions need to fully benefit from their parental heritage27 cited
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2010Searching for boundary conditions for successful brand extensions23 cited
2011If you feel it now you will think it later: The interactive effects of mood over time on brand extension evaluations22 cited
2016Three peas in the pod of consumer imagination: Purchase task, involvement, and ad information17 cited