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Keywords: Primary features
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Journal Articles
Journal of Product & Brand Management (2015) 24 (2): 172–181.
Published: 20 April 2015
... using data collected from more than 7,000 online auctions. Findings – When consumers consider high-quality products, they use more abstract mental models, and when they consider low-price products, they use more concrete mental models. Differentiation based on primary features product is more...
