When high-similarity copycats lose and moderate-similarity copycats gain : the impact of comparative evaluation
Year of publication: |
2012
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Authors: | Horen, Femke van ; Pieters, Rik |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 49.2012, 1, p. 83-91
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Subject: | Imitationsstrategie | Imitation strategy | Konsumentenverhalten | Consumer behaviour | Selbstevaluation | Self-assessment | Zahlungsbereitschaftsanalyse | Willingness to pay | Präferenztheorie | Theory of preferences |
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