From Mix-and-Match to Head-to-Toe: How Brand Combinations Affect Observer Trust
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DOI: 10.1093/jcr/ucab041
Abstract: Consumers use brands in many combinations, from mixing-and-matching multiple brands (e.g., Nike shoes, Puma shirt, and Asics shorts) to using products primarily or solely from one brand (e.g., Nike shoes, shirt, and shorts). This work… read more here.
Keywords: match head; dominant brand; combinations affect; brand ... See more keywords