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How do involvement and product knowledge affect the relationship between intangibility and perceived risk for brands and product categories?

The journal of consumer marketing, v.27 no.3, 2010년, pp.197 - 210  

Laroche, Michel ,  Nepomuceno, Marcelo Vinhal ,  Richard, Marie-Odile

Abstract AI-Helper 아이콘AI-Helper

Purpose - Intangibility has long been studied in marketing, especially its physical aspect. This paper seeks to verify whether a branding strategy is efficient in reducing the risk perceived by customers. Design/methodology/approach - A sample of university students answered the measur...

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