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Too close for comfort?

By Kopp, Toni Katharina

Too close for comfort?

By Kopp, Toni Katharina

0 - Default Title
Description
As plant-based alternatives surge in popularity, marketers face a crucial dilemma: should these products mirror their animal-based counterparts or stand apart? This thought-provoking study dives into how product naming-like "oat milk" versus "oat drink"-influences consumer perception, taste evaluation, and purchase intent. With fresh experimental insights and a sharp focus on real-world branding, this research reveals why the words we choose matter-yet why taste still reigns supreme. A must-read for marketers, food innovators, and anyone curious about the future of what we eat.
Product details
Binding:
Paperback
Number of Pages:
64
Release Date:
2025-08-07
Publication Date:
2025-08-07
Publisher:
LAP LAMBERT Academic Publishing
Languages:
Original: English
ISBN10:
6208453429
ISBN13:
9786208453428
Weight:
113 g
Height:
150 cm
Width:
220 cm
Thickness:
4 cm
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