"Investigating the Drivers of Consumer Cross-Category Learning for New ..."

Karthik Sridhar, Ram Bezawada, Minakshi Trivedi (2012)

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DOI: 10.1287/MKSC.1120.0717

access: closed

type: Journal Article

metadata version: 2020-05-14

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Karthik Sridhar, Ram Bezawada, Minakshi Trivedi:
Investigating the Drivers of Consumer Cross-Category Learning for New Products Using Multiple Data Sets. Mark. Sci. 31(4): 668-688 (2012)

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