The Curse of the Original: How and When Heritage Branding Reduces Consumer Evaluations of Enhanced Products
Han, Minju ; Newman, George E ; Smith, Rosanna K ; Dhar, Ravi Keller, Kevin Lane ; Campbell, Margaret C
The Journal of consumer research, 2021-12, Vol.48 (4), p.709-730 [Periódico revisado por pares]Oxford University Press
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