Ambiguity Aversion And The Power Of Established Brands
Year of publication: |
2007
|
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Authors: | Muthukrishnan, A. V. ; Wathieu, Luc |
Publisher: |
Berlin : European School of Management and Technology (ESMT) |
Subject: | branding | brand choice | consumer behavior | decision making under uncertainty |
Series: | ESMT Working Paper ; 07-005 |
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Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Working Paper |
Language: | English |
Other identifiers: | 741239965 [GVK] hdl:10419/96542 [Handle] RePEc:esm:wpaper:ESMT-07-005 [RePEc] |
Classification: | C91 - Laboratory, Individual Behavior ; D10 - Household Behavior and Family Economics. General ; D80 - Information and Uncertainty. General ; M31 - Marketing |
Source: |
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Ambiguity aversion and the power of established brands
Muthukrishnan, A. V., (2007)
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Ambiguity aversion and the power of established brands
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