“Consumer Perceptions of Product Variants Positioned on Atypical Attributes”
Journal of the Academy of Marketing Science
Volume
31
Issue
1
Journal Articles
Marketing
2003
Desai, K. K. and S. Ratneshwar (2003), “Consumer Perceptions of Product Variants Positioned on Atypical Attributes,” Journal of the Academy of Marketing Science, 31 (1), 22-35.