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Keep It Simple? Consumer Perceptions of Brand Simplicity and Risk.

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Bibliographic Details
Title: Keep It Simple? Consumer Perceptions of Brand Simplicity and Risk.
Authors: Light, Nicholas (AUTHOR) nlight@uoregon.edu, Fernbach, Philip M. (AUTHOR)
Source: Journal of Marketing Research (JMR). Dec2024, Vol. 61 Issue 6, p1152-1170. 19p.
Database: Business Source Ultimate
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ISSN:00222437
DOI:10.1177/00222437241248413