Making a good thing even better? The impact of claim congruency on competing product goals and consumer evaluations

Journal of Business Research - Tập 101 - Trang 12-22 - 2019
Andrea Heintz Tangari1, Somak Banerjee2, Swati Verma3
1Department of Marketing & Supply Chain Management, Mike Ilitch School of Business, Wayne State University, 2771 Woodward Ave., Detroit, MI 48201, USA
2Department of Marketing, California State University, Los Angeles, 5151 State University Drive, Los Angeles, CA 90032, USA
3College of Business and Information Technology, Lawrence Technological University, 21000 West Ten Mile Road, Southfield, MI 48075, USA

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Journal of Business Research

Tập 101

12-22

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