From the CVS Brand to Nike Deodorant? Study Shows How Marketers Can Persuade Consumers to Switch
New Research from NYU Stern, the Kellogg School and Yale Finds That Visual Cues and Comparison Shopping Sway Consumers
In this market research context, consumers place too much emphasis on the fit between the brand and the product. As a result, companies may underestimate the value and opportunity of high-status brands extending into a wide variety of product categories.