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)

Prashant Malaviya

Brian Sternthal

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.