Brand leaders and me‐too alternatives: how do consumers choose?
Year of publication: |
2013
|
---|---|
Authors: | Quintal, Vanessa ; Phau, Ian |
Published in: |
Marketing Intelligence & Planning. - Emerald Group Publishing Limited, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 31.2013, 4, p. 367-387
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Brand management | Consumer behaviour | Perception | Prototypical brands | Me‐too brands | Brand familiarity | Extrinsic attributes | Perceived quality | Perceived risk |
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