Coke vs. Pepsi: Brand Compatibility, Relationship Power, and Life Satisfaction

Individuals often evaluate, purchase, and consume brands in the presence of others, including close others. Yet relatively little is known about the role brand preferences play in relationships. In the present research, the authors explore how the novel concept of brand compatibility, defined as the...

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Veröffentlicht in:	The Journal of consumer research 2018-02, Vol.44 (5), p.991-1174
Hauptverfasser:	BRICK, DANIELLE J., FITZSIMONS, GRÁINNE M., CHARTRAND, TANYA L., FITZSIMONS, GAVAN J.
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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