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NTIS 바로가기The journal of consumer marketing, v.27 no.3, 2010년, pp.197 - 210
Laroche, Michel , Nepomuceno, Marcelo Vinhal , Richard, Marie-Odile
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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