When Food Co-Branding Backfires: The Overexpectation Effect
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DOI: 10.3390/foods11142136
Abstract: While food research has paid considerable attention to the effect of brand names on brand evaluation, the role of co-branding strategies and hence simultaneous exposure to two different brand names is under-researched. Against this background,… read more here.
Keywords: food branding; effect; overexpectation effect; branding backfires ... See more keywords