Looks Interesting, but What Does It Do? Evaluation of Incongruent Product Form Depends on Positioning
Year of publication: |
2011
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Authors: | Noseworthy, Theodore J ; Trudel, Remi |
Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 48.2011, 6, p. 1008-1020
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