Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect
نویسندگان
چکیده
منابع مشابه
Marketing strategy for unusual brand differentiation: Trivial attribute effect
This research investigates that brand differentiation creating superior values can be achieved not only by adding meaningful attributes but also meaningless attributes, which is called “trivial attribute effect.” Two studies provided empirical evidences as following; first, trivial attribute effect creates a strong brand differentiation even after subjects realize that trivial attribute has no ...
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ژورنال
عنوان ژورنال: International Journal of Marketing Studies
سال: 2014
ISSN: 1918-7203,1918-719X
DOI: 10.5539/ijms.v6n5p63