Parity product features can enhance or dilute brand evaluation: the influence of goal orientation and presentation format
Year of publication: |
2009
|
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Authors: | Malaviya, Prashant ; Sternthal, Brian |
Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Oxford : Oxford University Press, ISSN 0093-5301, ZDB-ID 188686-1. - Vol. 36.2009/10, 1, p. 112-121
|
Subject: | Werbung | Advertising | Produktinformation | Product information | Markenartikel | Brand | Bewertung | Evaluation | Konsumentenverhalten | Consumer behaviour |
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