2015 | OriginalPaper | Chapter
The Impact of Unique Attribute Information on the Evaluation of Branded Products
Authors : Rainer Elste, Franz-Rudolf Esch, Alexander Kulikov
Published in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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Consumers are exposed to a permanently increasing stream of product information. An important issue is, how missing attributes influence product perception. This research question has never been explored in combination with brand evaluation. The aim of our study was to explore how missing attribute information impacts the evaluation of branded products.