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When Food Co-Branding Backfires: The Overexpectation Effect

While food research has paid considerable attention to the effect of brand names on brand evaluation, the role of co-branding strategies and hence simultaneous exposure to two different brand names is under-researched. Against this background, we investigated the overexpectation effect in the contex...

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Detalles Bibliográficos
Autores principales:	Garaus, Marion, Wolfsteiner, Elisabeth, Florack, Arnd
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	MDPI 2022
Materias:	Article
Acceso en línea:	https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9323382/ https://www.ncbi.nlm.nih.gov/pubmed/35885379 http://dx.doi.org/10.3390/foods11142136

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