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Out-of-Category Brand Imitation: Product Categorization Determines Copycat Evaluation
Authors:
van Horen, Femke Pieters, Rik
Citation:
Van Horen, Femke et Pieters, Rik, Out-of-Category Brand Imitation: Product Categorization Determines Copycat Evaluation, Journal of consumer research JCR;Consumer research , 44(4), 2017, pp. 816-832
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