The Effect of a similarity versus dissimilarity focus in positioning strategy : the moderating role of consumer familiarity and product category / Laurette Dubé, Bernd H. Schmitt
Material type: ArticleLanguage: English Publisher: New York Subject(s): ESTRATEGIAS DE MERCADEO | EVALUACION DEL PRODUCTO | MARCAS REGISTRADAS | PERCEPCION DEL PRODUCTO | POSICIONAMIENTOOther classification: REV In: Psychology and Marketing Vol. 16 No. 3 (1999) ; p. 211-224No physical items for this record
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