The effect of variation among brands on product category similarity judgment.
The effects of product category similarity on marketing variables (e.g., success of brand extension or choice strategies) has recently emerged as an important topic in the marketing literature. However, this research stream has rarely specified how consumers perceive similarity between product categ...
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| Language: | en |
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The University of Arizona.
1991
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| Online Access: | http://hdl.handle.net/10150/185642 |