This research examines the role consumption situations play in determining the effects of brand image on consumers' brand evaluations. Results from the first experiment suggest that when consumption situations are experimentally manipulated for the same brand, conspicuousness does not significantly
Lean consumption and its influence on brand
β Scribed by Edward Truch
- Publisher
- John Wiley and Sons
- Year
- 2006
- Tongue
- English
- Weight
- 89 KB
- Volume
- 5
- Category
- Article
- ISSN
- 1472-0817
- DOI
- 10.1002/cb.42
No coin nor oath required. For personal study only.
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