Compromising the compromise effect: Brands matter

Marketing Letters

Volumn 18, Issue 4, 2007, Pages 223-236

  Sinn, Francisca ^a   Milberg, Sandra J ^a   Epstein, Leonardo D ^b   Goodstein, Ronald C ^c  

^a UNIVERSIDAD ADOLFO IBÁÑEZ   (Chile)

^b PONTIFICIA UNIVERSIDAD CATÓLICA DE CHILE   (Chile)

^c GEORGETOWN UNIVERSITY   (United States)

Author keywords

Brand familiarity; Choice; Compromise effects; Context effects

Indexed keywords

EID: 34548705459     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-007-9019-9     Document Type: Article

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