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What is Understanding Pioneering Advantage about?

Being the pioneering brand in a new product category provides advantages in both evaluative and non-evaluative brand choice processes: 1) In evaluative processes, the pioneering brand becomes the prototype that defines ambiguous product attributes, making followers seem like copycats. 2) In non-evaluative processes, the pioneering brand is more distinctive and accessible from memory, making it more likely to be included in the consideration set with little evaluation cost compared to followers. 3) Even

Author

Anirban Kar

Language

EN