The Power of Strangers: The Effect of Incidental Consumer Brand Encounters on Brand Choice
- 1 February 2009
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 35 (5), 729-741
- https://doi.org/10.1086/592944
Abstract
In the course of daily encounters with other consumers, an individual may be incidentally exposed to various brands. We refer to these situations asKeywords
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