Context effects in diverse-category brand environments : the influence of target product positioning and consumers' processing mind-set
Kyeongheui Kim; Joan Meyers-Levy
| Year of publication: |
2008
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|---|---|
| Authors: | Kim, Kyeongheui ; Meyers-Levy, Joan |
| Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Oxford : Oxford University Press, ISSN 0093-5301, ZDB-ID 188686-1. - Vol. 34.2007/08, 6, p. 882-896
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| Subject: | Markenführung | Brand management | Produktdifferenzierung | Product differentiation | Konsumentenverhalten | Consumer behaviour | Marktforschung | Market research | Varianzanalyse | Analysis of variance |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003724548