Cordeiro, Rafaela Almeida; Ponchio, Mateus Canniatti; … - In: Marketing Intelligence & Planning 34 (2016) 6, pp. 795-809
Purpose The purpose of this paper is to identify whether consumer evaluations of products are influenced by the presence of co-branding with a well-known reputable ingredient brand and whether differences in evaluations are related to the socioeconomic stratum of the consumer....