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1 최낙환, "준거가격의 구성개념과 효과에 관한 문헌적 고찰 준거가격 조작개념을 중심으로" 12 (12): 51-66, 2001
2 서찬주, "신제품의 소비자권장가격이 소비자 내부준거가격에 미치는 영향" 16 (16): 2001
3 이우용, "브랜드확장의 지각된 적합성이 확장제품 광고유형에 따른 소비자 태도에 미치는 영향에 관한 연구" 한국마케팅학회 17 (17): 93-122, 2002
4 Pitta,Dennis A.and Lea Prevel Katsanis, "Understanding Brand Equity for Successful Brand Extension" 12 (12): 51-65, 1995
5 Nagle, "The Strategy and Tactics of Pricing" Prentice- Hall Inc 1995
6 Cohen, "The Role of Affect in Categorization Toward a Reconsideration of the Concept of Attitude in Advances in Consumer Research Association for Consumer Research" 94-100, 1982
7 Lichtensetin,Donald R.and Scot Burton, "The Relationship Between Perceived and Objective Price-Quality" 26 (26): 429-443, 1989
8 Osgood, "The Principle of Congruity in the Prediction of Attitude Change" 42-55, 1955
9 Rao,Akshay R, "The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations" 15 (15): 253-264, 1988
10 Broniarczyk,Susan M, "The Importance of the Brand in Brand Extensions" 31 (31): 214-229, 1994
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28 Lassar, "Measuring Customer-Based Brand Equity" 12 (12): 1-65, 1995
29 Milberg, Sandra J, "Managing Negative Feedback Effects Associated with Brand Extensions The Impact of Alternative Branding Strategies" 6 (6): 119-140, 1997
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35 Kalyanaram,Gurumurthy, "Empirical Generalizations from Reference Price Research" 14 (14): 1995
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