If all their products seem the same, all the parts within a product seem the same too : how brand homogeneity polarizes product experiences
Year of publication: |
2021
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Authors: | Smith, Robert W. ; Keller, Kevin Lane |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 38.2021, 3, p. 698-714
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Subject: | Branding | Categorization | Entitativity | Essence | Homogeneity | Product judgment | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Produktivität | Productivity | Markenartikel | Brand |
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