Back to matchesWe found a matchYour institution may have rights to this item. Sign in to continue.TitleWarmer but Less Competent: When Co-Branding Helps or Hurts Less-Known Brands.AuthorsKe Zhang; Kim, Sara; Echo Wen WanAbstractThe article focuses on a study that explores influence of lighting conditions on innovative product adoption.SubjectsLIGHTING; COMMERCIAL productsPublicationAdvances in Consumer Research, 2016, Vol 44, p768ISSN0098-9258Publication typeArticle