search query: @indexterm BRAND CHOICE / total: 192
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| Author: | Chernev, A. |
| Title: | The effect of common features on brand choice: moderating role of attribute importance |
| Journal: | Journal of Consumer Research
1997 : MAR, VOL. 23:4, p. 304-311 |
| Index terms: | MARKETING CONSUMER RESEARCH BRAND CHOICE |
| Language: | eng |
| Abstract: | In this article the effect of common features on brand choice and the moderating role of attribute importance are examined. It is argued that when brand attributes differ in importance, common features are likely to enhance consumer preferences for the option with the best value on the most important attribute, thus further polarizing brand's choice shares. In contrast, when attributes are similar in their importance, common features are likely to have an opposite effect. |
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