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1
Effectively Communicating New Product Benefits to Consumers: The Use of Analogy versus Literal Similarity
Effectively Communicating New Product Benefits to Consumers: The Use of Analogy versus Literal Similarity
El Houssi, A. A., | Association for Consumer Research | 2005 ,
2
The Impact of Preannouncements and Rumors on Consumer Evaluations
The Impact of Preannouncements and Rumors on Consumer Evaluations
Wang J, | Association for Consumer Research | 2011 ,
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