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Browsing Auburn Theses and Dissertations by Author "Goh, Yi Sheng"
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The Influence of Product-brand Fit and Product-category Fit on Product Attitude and Purchase Intention: The Role of Brand Strength and Processing Fluency
Goh, Yi Sheng (2010-05-07)
Brand extension is a common branding strategy employed by many companies to apply an established strong brand name to a newly developed product in the hope of transferring the affect associated with the strong brand image ...