Research Article

The Effects of Consumption Goals and Regulatory Focus on Preferences between Brand-Superior and Attribute-Superior Alternatives

Park, Sehun¹ · Lee, Narae²

¹ Sogang University, ² Korean Standards Association

Published: January 2018 · Vol. 47, No. 3 · pp. 577-600

DOI: https://doi.org/10.17287/kmr.2018.47.3.577

Abstract Full Text

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