Keep it simple? : consumer perceptions of brand simplicity and risk

Nicholas Light and Philip M. Fernbach

Year of publication:	2024
Authors:	Light, Nicholas ; Fernbach, Philip
Subject:	simplicity \| complexity \| mental representation \| brands \| risk \| Konsumentenverhalten \| Consumer behaviour \| Markenführung \| Brand management \| Risiko \| Risk \| Risikomanagement \| Risk management \| Wahrnehmung \| Perception \| Markenartikel \| Brand \| Markenimage \| Brand image

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