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authFullName_s : Michael S. Mccarthy

Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking: The Moderating Role of Competitive Setting

Timothy B. Heath , Michael S. Mccarthy , David L. Mothersbaugh
Journal of Consumer Research, 1994, vol. 20, issue 4, pp. 520-534
Journal articles hal-00670493v1

The Asymmetric Effects of Extending Brands to Lower and Higher Quality

Timothy B. Heath , Devon Delvecchio , Michael S. Mccarthy
Journal of Marketing, 2011, 75 (4), pp.3-20. ⟨10.1509/jmkg.75.4.3⟩
Journal articles hal-00668763v1

Asymmetric Competition in Choice and the Leveraging of Competitive Disadvantages

Timothy B. Heath , Gangseog Ryu , Subimal Chatterjee , Michael S. Mccarthy , David L. Mothersbaugh , et al.
Journal of Consumer Research, 2000, vol. 27, issue 3, pp. 291-308. ⟨10.1086/317586⟩
Journal articles hal-00668916v1

New Brands Versus Brand Extensions, Attitudes Versus Choice: Experimental Evidence for Theory and Practice

Michael S. Mccarthy , Timothy B. Heath , Sandra J. Milberg
Marketing Letters, 2001, vol. 12, issue 1, p. 75-90. ⟨10.1023/A:1008128305630⟩
Journal articles istex hal-00668872v1