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Published in 2021 at "Journal of Consumer Research"
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…
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Keywords:
match head;
dominant brand;
combinations affect;
brand ... See more keywords