Gita Johar

Bolstering the Chosen Brand: Evidence for Alterations in Attribute Importance Weights

Coauthor(s): Martin Zemborain, Asim Ansari.
Source: Working paper
Exact Citation:
Zemborain, Martin, Gita Johar, and Asim Ansari. "Bolstering the Chosen Brand: Evidence for Alterations in Attribute Importance Weights." Working paper, Columbia Business School, December 2010.
Date: 12 2010