Ditapis dengan
Consumer perceptions of product variants positioned on atypical attributes
How consumers perceive new product variants that are positioned on atypical attributes is discussed. The joint effects of 3 factors - brand familiarity, retail shelf display, and consumer goal orientation - are investigated. The study focuses on snack foods positioned on the atypical attribute of low fat. There are 3 main findings: 1. Although high - vs. low - brand familiarity causes relativel…
- Edisi
- -
- ISBN/ISSN
- 920703
- Deskripsi Fisik
- -
- Judul Seri
- -
- No. Panggil
- -
Innovations in product functionality: when and why are explicit comparisons e…
The authors investigate the effects of explicit comparisons in differentiating innovations that offer new functionalities to the consumer. Although marketing communications commonly employ explicit comparisons in launching new product functionalities, the authors suggest that such comparisons are not always helpful. The authors show that an explicit comparison of a new functionality with an exi…
- Edisi
- -
- ISBN/ISSN
- 222429
- Deskripsi Fisik
- -
- Judul Seri
- -
- No. Panggil
- -
Karya Umum 
Filsafat 
Agama 
Ilmu-ilmu Sosial 
Bahasa 
Ilmu-ilmu Murni 
Ilmu-ilmu Terapan 
Kesenian, Hiburan, dan Olahraga 
Kesusastraan 
Geografi dan Sejarah