| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 1026955 | Australasian Marketing Journal (AMJ) | 2013 | 8 Pages |
Abstract
⺠Little is known regarding the CE/CV interface for utilitarian/hedonic brands. ⺠A conceptual model of the CE/CV interface for these brand types is developed. ⺠Depth-interview/focus group methodology was used to examine this relationship. ⺠Up to an optimum, higher CE/CV were found for hedonic, than for utilitarian brands. ⺠Research limitations and implications are discussed.
Related Topics
Social Sciences and Humanities
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Marketing
Authors
Linda D. Hollebeek,