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The Effects of a Product's Aesthetic Design on Demand and Marketing Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency

The Effects of a Product's Aesthetic Design on Demand and Marketing Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency

Liu, Yan; Li, Krista J.; Chen, Haipeng (Allan); Balachander, Subramanian
  • 期刊名称Journal of Marketing
  • 作者Liu, Yan; Li, Krista J.; Chen, Haipeng (Allan); Balachander, Subramanian
  • 印刷ISSN0022-2429
  • 电子ISSN1547-7185
  • 文件大小1271.99KB
  • 发表时间2016-08-19
  • DOI10.1509/jm.15.0315
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