Joon Seo

State University of New York (SUNY) at Brockport

Assistant Professor

Brockport, NY 14420

United States

  • State University of New York (SUNY) at Brockport

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How Attitudes Toward Product Categories Drive Individual Brand Attitudes and Choice

Vanderbilt Owen Graduate School of Management Research Paper No. 2595682
Number of pages: 31 Posted: 18 Apr 2015 Last Revised: 21 Apr 2015
Steven S. Posavac, David M. Sanbonmatsu, Joon Seo, Dawn Iacobucci and Dawn Iacobucci
Vanderbilt University - Marketing, University of Utah - Department of Psychology, State University of New York (SUNY) at Brockport and Vanderbilt University - MarketingVanderbilt University - Marketing
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Abstract:

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attitudes, brand choice, product categories