The Power of Association
How Past Associations Shape Customer Evaluation of New Products?
Abstract
(2014)
Author(s)
Maria Sääksjärvi (TU Delft - Industrial Design Engineering)
Pinar Cankurtaran (TU Delft - Industrial Design Engineering)
Research Group
Responsible Marketing and Consumer Behavior
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https://resolver.tudelft.nl/uuid:b492e310-acce-444f-978e-6ec62d20459e
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Publication Year
2014
Language
English
Research Group
Responsible Marketing and Consumer Behavior
Event
The 38th Product Innovation Management Conference (2014-10-18 - 2014-10-22), Denver, United States
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