The influence of product variety on brand perception and choice

Marketing Science

Volumn 26, Issue 4, 2007, Pages 460-472

  Berger, Jonah ^a   Draganska, Michaela ^a   Simonson, Itamar ^a  

^a STANFORD UNIVERSITY   (United States)

Author keywords

Consumer choice; Product line length; Quality cues; Variety

Indexed keywords

EID: 38549157133     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1060.0253     Document Type: Article

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