How Far Can a Brand Stretch? Understanding the Role of Self-Construal

  title={How Far Can a Brand Stretch? Understanding the Role of Self-Construal},
  author={Rohini Ahluwalia},
Vol. XLV (June 2008), 337–350 337 © 2008, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Rohini Ahluwalia is Associate Professor of Marketing and Logistics Management, Carlson School of Management, University of Minnesota (e-mail: The author thanks the two anonymous JMR reviewers for their helpful comments. The author also acknowledges the insightful comments on a previous draft by Deborah Roedder John, Akshay Rao, Joan Meyers-Levy, and… CONTINUE READING


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