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Too close for comfort?

Too close for comfort?

Toni Katharina Kopp

65,55 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786208453428
65,55 €
IVA incluido
Disponible

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Sobre IBD

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.

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