Examining consumer risk perceptions of prototypical brands versus me-too brands
Year of publication: |
2014
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Authors: | Quintal, Vanessa ; Phau, Ian |
Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 20.2014, 2, p. 115-135
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Subject: | prototypical brands | consumer risks | brand strategies | competitive advantage | me-too brands | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image |
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