论文信息 - Family Branding and Consumer Brand Choice

Family Branding and Consumer Brand Choice

Generalized preferences, inferred from a positive association in household purchasing behavior for a family brand across product categories, are operative for a wide variety of family brands and product categories. The degree of generalized preference for a family brand across specified product categories seems to be related positively to the similarity of brand competition and object brand price levels for those products.

J. N. Fry | Joseph N. Fry

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