Question
Identify five products for which surrogate indicators may be used as evaluative criteria in a brand choice decision. Why are the indicators used, and how
Identify five products for which surrogate indicators may be used as evaluative criteria in a brand choice decision. Why are the indicators used, and how might a firm enhance their use (i.e., strengthen their importance)?
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Marketing Research
Authors: Alvin C. Burns, Ronald F. Bush
7th edition
0133074676, 978-0133074673
