The Case for Compatibility: Product Attitudes and Purchase...

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The Case for Compatibility: Product Attitudes and Purchase Intentions for Upper versus Lowercase Brand Names

Wen, Na, Lurie, Nicholas H.
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Language:
english
Journal:
Journal of Retailing
DOI:
10.1016/j.jretai.2018.10.002
Date:
November, 2018
File:
PDF, 1007 KB
english, 2018
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