Work

Overcoming the challenge of low familiarity: Can a weakly familiar brand signal quality with exceptionally strong warranty?

Year: 2021

Type: article

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2021.11.078

Authors: Sujay Dutta, Somak Banerjee, Aaron Johnson, Abhijit Biswas

Institutions: Wayne State University, California State University Los Angeles, Salisbury University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4200548321

FWCI: 1.932

Cites: 55

Cited by: 21

Related to: 10