Brand extension means use of an established brand name to enter a new product category. Aaker and Keller (1990) put forward A&K model in the paper consumer evaluations of brand extensions, in which fit is seen as the key influencing factor for brand extension. Then other researchers revised the theory and raised similarity judgment. However, it's still unknown that relationship between them.
To investigate how the consumers evaluate the brand extension, ERPs were recorded form healthy college students. ...
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