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Journal Article
Parity Product Features Can Enhance or Dilute Brand Evaluation: The Influence of Goal Orientation and Presentation Format
Journal of Consumer Research
Author(s)
Date Published:
2009
Citations:
Malaviya, Prashant, Brian Sternthal. 2009. Parity Product Features Can Enhance or Dilute Brand Evaluation: The Influence of Goal Orientation and Presentation Format. Journal of Consumer Research. 112-121.