When and how brands affect importance of product attributes in consumer decision process

European journal of marketing, 2022-12, Vol.56 (13), p.1-25 [Peer Reviewed Journal]

Hyun Young Park and Sue Ryung Chang. ;Hyun Young Park and Sue Ryung Chang. This work is published under http://creativecommons.org/licences/by/4.0/legalcode (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 0309-0566 ;EISSN: 1758-7123 ;DOI: 10.1108/EJM-09-2020-0650

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