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Impact of Different Comparison Sets on Evaluation of a New Subcompact Car Brand

39 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

To reduce the burden on subjects, a five-wave national telephone panel used to track the introduction of a new brand of subcompact automobile evaluated a different subset of competing brands. MANOVA revealed significant differences in the evaluation of both the new brand and an established brand.

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2013Handbook of Social Psychology

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