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Publications by Deborah J. MacInnis
Strategic Benefits of Low Fit Brand Extensions: When and Why?
Journal of Consumer Psychology
Marketing
Applied Psychology
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When Is Brand Orientation a Useful Strategic Posture?
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Expanding the Boundary of Brand Extensions Through Brand Relationship Quality
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Endoscopy: Why and When
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Competitive Effects on the Evaluation of Brand Extensions
Error-Free and Best-Fit Extensions of Partially Defined Boolean Functions
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An Exploratory Qualitative Study of Brand Associations as a Means for Brand Extensions: Part 2
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The Theoretical Separation of Brand Equity and Brand Value: Managerial Implications for Strategic Planning
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The Effect of Cause Brand Fit on Brand Credibility Through Altruistic Attribution and Moderated by Altruistic Value
