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Keywords: Categorisation
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Journal Articles
Embracing the organic way: is consumer preference the same for all brands?
Available to Purchase
International Journal of Retail & Distribution Management (2020) 48 (5): 453–464.
Published: 15 April 2020
... to the extant literature on branding and retailing by building on categorisation theory to explain consumer preference for brand extension when launching a new organic product. The findings provide valuable insights to practitioners to launch a new organic product using brand extension. Ritu Mehta can...
