Chandukala, Sandeep R.; Edwards, Yancy D.; Allenby, Greg M. - In: Marketing Science 30 (2011) 1, pp. 61-73
Brand preferences and marketplace demand are a reflection of the importance of underlying needs of consumers and the efficacy of product attributes for delivering value. Dog owners, for example, may look to dog foods to provide specific benefits for their pets (e.g., shiny coats) that may not be...