Matscher, Anja; Schermer, Markus - In: Agrarwirtschaft: Zeitschrift für Betriebswirtschaft, … 58 (2009) 2, pp. 125-134
Given the broad range of products in food retailing, actors are increasingly aiming to differentiate their products by promoting certain features as added benefits. This means that any added (emotional) benefit, whichever way it is communicated, becomes significant. In this article we...