In Chapter 3, the concept of assimilationcontrast was discussed. What is the relevance of this theory of

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In Chapter 3, the concept of assimilation–contrast was discussed. What is the relevance of this theory of categorization in comprehending how consumers accept or reject new brand extensions (new products sold under an existing brand name)? For instance, if Honda introduced a laptop computer, would consumers accept the product?
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CB4

ISBN: 9781111821777

4th Edition

Authors: Barry J. Babin, Eric Harris

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