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Keywords: Experience attributes
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (12)
Published: 24 August 2020
...Kunter Gunasti; Selcan Kara; William T. Ross, Jr Purpose This research aims to examine how credence, search and experience attributes compete with suggestive brand names that are incongruent with the attributes they cue (e.g. expensive EconoLodge Motel, short-lasting Duracell battery and joint...
