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Social structure and consumption: on the diffusion of consumer good innovation

✍ Scribed by Andreas Reinstaller; Bulat Sanditov

Book ID
105859281
Publisher
Springer-Verlag
Year
2005
Tongue
English
Weight
257 KB
Volume
15
Category
Article
ISSN
0936-9937

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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