Unexpected benefits of being less rather than more similar: The influence of consumer mindset and brand presence on copycat evaluation

Research output: Chapter in Book / Report / Conference proceeding › Conference contribution › Academic › peer-review

Original language	English
Title of host publication	Advances in Consumer Research
Editors	A.L. McGill, S. Shavitt
Pages	755-756
Volume	36
Publication status	Published - 2009

Access to Document

@inproceedings{e886a77609c747e29fbd9e837fccd629,

title = "Unexpected benefits of being less rather than more similar: The influence of consumer mindset and brand presence on copycat evaluation",

author = "\{Van Horen\}, Femke and R. Pieters",

year = "2009",

language = "English",

volume = "36",

pages = "755--756",

editor = "A.L. McGill and S. Shavitt",

booktitle = "Advances in Consumer Research",

}

Research output: Chapter in Book / Report / Conference proceeding › Conference contribution › Academic › peer-review