The effects of processing mode and brand scandals on copycat product evaluations
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DOI: 10.1080/13527266.2016.1236284
Abstract: Abstract Conventional wisdom suggests a ‘copycat’ (look-alike) product’s success is due in part to the halo generated by its positive association with national leader brands (NLB). But, what if the NLB is the focus of… read more here.
Keywords: processing mode; copycat product; product; brand scandals ... See more keywords