𝔖 Bobbio Scriptorium
✦   LIBER   ✦

The impact of brand selection on price competition - a double-edged sword

✍ Scribed by Cohen, Marcel

Book ID
127331798
Publisher
Taylor and Francis Group
Year
2000
Tongue
English
Weight
200 KB
Volume
32
Category
Article
ISSN
0003-6846

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## Abstract We show that brand exposure can have double‐sided effects on behavior, with brand identity associations creating both positive and negative effects on objective consumer performance. Experimental results from a racing game involving functionally identical cars with differently branded p