The Effect of a Similarity versus Dissimilarity Focus in Positioning Strategy: The Moderating Role of Consumer Familiarity and Product Category
| Year of publication: |
1999
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|---|---|
| Authors: | Dubé, Laurette ; Schmitt, Bernd H. |
| Published in: |
Psychology & marketing. - New York, NY : Wiley, ISSN 0742-6046, ZDB-ID 2269338. - Vol. 16.1999, 3, p. 211-224
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