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Parity Product Features Can Enhance or Dilute Brand Evaluation: The Influence of Goal Orientation and Presentation Format, Journal of Consumer Research
Prashant Malaviya, Brian Sternthal
Malaviya, Prashant, and Brian Sternthal. 2009. Parity Product Features Can Enhance or Dilute Brand Evaluation: The Influence of Goal Orientation and Presentation Format. Journal of Consumer Research. 36: 112-121.
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