‘Birds of a Feather Flock Together’: The Impact of Choice of Spouse on Family Labor Income Inequality

Do brands of a feather flock together? S

Do brands of a feather flock together? Some exploratory findings on the role of individual brands in brand constellation choice

✍ Fredrik Lange 📂 Article 📅 2005 🏛 John Wiley and Sons 🌐 English ⚖ 131 KB 👁 2 views

In this paper, consumers' choice of brand constellations (eg Big Mac and Coke at McDonald's) are investigated by examining the roles of individual brands. The author proposes that marketers need to look beyond perceived fit between brands within a brand constellation. Therefore, this paper explores