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1 Ries, Al, "Bottom-up marketing", McGraw-Hill, 1989
2 P.H.Farquhar, "Managing Brand Equity", 1989
3 Keller, Kevin Lane, "Branding and brand equity", Marketing Science Institute, 2002
4 홍성태, "소비자 심리의 이해", 나남, 1997
5 Kassarjian, "Low involvement:asecond look", 1981
6 Anderson, John R, "The architecture of cognition", Harvard University Press, 1983
7 Zzichowsky, "Measuring the Involvement Construct", 1985
8 Medin, "Categorization and Concept Formation", 1984
9 Cohen, "Involvement and You: 1000 Great ideas", 1983
10 David A.Aaker, Robert Jacobson, "The Strategic Role of Product Quality", 1987
11 Ries, Al, "Positioning : the battle for your mind", McGraw-Hill, 1986
12 Aaker, "ConsumerEvaluations of Brand Extensions", Consumer Evaluations of Brand Extensions, 1990
13 Park, Maclnnis, Jaworski, "Strategic brand concept-image management", 1986
14 Alba, Amitava Chattopadhyay, Howard Marmorstein, "Howard Marmorstein, and Amitava Chattopadhyay", "Howard Marmorstein, 1992
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17 Bush, "A Process-Tracing Study of Brand Extension Evaluation", 1991
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20 안광호, 한상만, 전성률, "전략적 브랜드 관리 - 이론과 응용 제2판", 2003
21 Herr, P.H.Farquhar, R.H.Fazio, "Impact of Dominance and Relatedness on Brand Extension", 1996
22 Mittal, Yoon, "ATheoryofInvolvementinConsumerBehavior:ProblemsandIssues", 2002
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24 Fiske, "Schema-Triggered Affect: Applications to Social Perception", 1982
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30 John, Christopher Joiner, "The Negative Impact of Extensions: Can Flagship Products Be Deluted?", 1998
31 Loken, John, "Diluting Brand Beliefs. when Do Brand Extensions Have a Negative Impact?", 1993
32 Michael T.Ewing, Peter W.Reed, "How Advertising Works: Alternative Situational and attitudinal explanation", 2004
33 Smith, "Brand Extension and Advertising Efficiency: What Can and Cannot Be Expected", 1992
34 Lutz, "A Functional Theory Framework for Designing and Pre-testing Advertising Themes", 1979
35 Holbrook, "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun", "The Experiential Aspects of Consumption: Consumer Fantasies, 1982
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37 Harish Sujan, Susan, "Effects of Consumer Expectations on Information Processing in Selling Encounters", 1986
38 Mitchell, "Are Product Attribute Beliefs the Only Mediator of Advertising on Brand Attitudes", 1981
39 Susan, "Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments", 1985
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43 Dacin, Daniel C.Smith, "The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extension", 1994
44 Cohen, "The Role of Affect in Categorizations: Towards a Reconsideration of the Concept of Attitude", 1982
45 Petty, "Central and Peripheral Routes to Advertising Effectiveness: the Moderating Role of Involvement", 1983
46 D.Schumann, John T.Caccioppo, Petty, "Issue Involvement as a Moderator of the Effects on Attitude of Advertising Content and Contest", 1981
47 양윤주, "브랜드 확장 시 브랜드 희석효과를 조절하는 변수들의 역할에 관한 연구", 한국마케팅학회, "마케팅연구, 2003
48 Robert Lawson, Park C.W, "Evaluation of BrandExtension: The Role of Product Feature Similarity and BrandConcept Consistency", 1985
49 Fiske, "Category-Based Versus Piecemeal-Based Affective Responses: Developments in Schema-Triggered Affect", 1986
50 Young, Park, "Consumerresponsetotelevisioncommercials:Theimpactofinvolvementandbackgroundmusiconbrandattitudeformation", 1986
51 김기석, 최인혁, 박주영, "모 브랜드의 제품유형 및 관여유형이 일치/불일치 확장브랜드 평가에 미치는 영향", "모 브랜드의 제품유형 및 관여유형이 일치, 2005
52 C.Whan Park, Michael S.McCarthy, Millberg, "Managing negative feedback effects associated with brand extensions: the impact of alternative branding strategies", 1997