The relevance of irrelevance in brand co
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Carmen-Maria Albrecht; Marcus M. Neumann; Tobias E. Haber; Hans H. Bauer
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Article
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2010
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John Wiley and Sons
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English
β 225 KB
Brand managers strive to achieve an outstanding position in the psyche of the user by differentiating the product and service. In order to do so, brands are now often promoted by communications that focus on a trivial attribute difference. The current study tests both how the use of such an irreleva