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Brand Leaders and Me-too Alternatives - How do Consumers Choose?

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Authors
Quintal, Vanessa
Phau, Ian
Date
2013
Type
Journal Article
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Quintal, V. and Phau, I. 2013. Brand Leaders and Me-too Alternatives - How do Consumers Choose?. Marketing Intelligence and Planning. 31 (4): pp. 367-387.
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Marketing Intelligence and Planning
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Department
School of Marketing
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