SMEAL WIKI

Mapping the Bounds of Incoherence: How Far Can You Go and How Does It Affect Your Brand?

Ujwal Kayandé, John Heath Roberts, Gary L. Lilien, Duncan Κ. H. Fong
Year2007
VenueMarketing Science
Typearticle
Citations22
DOI10.1287/mksc.1060.0246
OpenAlexW2144523685

Topics

Consumer Market Behavior and PricingPreferenceProduct (mathematics)Space (punctuation)Affect (linguistics)Perception