Norm violations and the role of marketplace comparisons in positioning brands

Journal of the Academy of Marketing Science

Volumn 35, Issue 4, 2007, Pages 550-559

  Jewell, Robert D ^a   Barone, Michael J ^b  

^a KENT STATE UNIVERSITY   (United States)

^b UNIVERSITY OF LOUISVILLE   (United States)

Author keywords

Appropriate marketing tactics; Marketplace comparisons; Norms

Indexed keywords

EID: 84991409037     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-007-0050-4     Document Type: Article

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