KERCKHOVE, A. VAN; VERMEIR, I.; GEUENS, M. - Faculteit Economie en Bedrijfskunde, Universiteit Gent - 2009
Marketers often use salient stimuli to draw consumers’ attention to a specific brand in the hope that a selective focus on the own brand increases the sales of this brand. However, previous studies are inconsistent concerning the impact that selectively focusing on a specific brand has on...