Field, J. Robert; Bergiel, Blaise J.; Giesen, J. Martin; … - In: Competitiveness Review: An International Business Journal 22 (2012) 3, pp. 251-260
Purpose – The purpose of this study is to determine the extent that extrinsic product attributes (brand name/packaging) influence consumers' perceptions and resulting evaluation of intrinsic product attributes, quality, and purchase intention. Design/methodology/approach – A 2 (brand) x 2...