Please use this identifier to cite or link to this item:
https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/7823
Title: | Enhancing and Eroding Brand Equity Through Release |
Authors: | Derrick Boone |
Issue Date: | 1999 |
Publisher: | American Marketing Association- Winter Educators Conference |
Abstract: | While prior research has shown that expectations of future events can influence current actions (e.g. , anticipation of promotional activity depresses current sales), little research has been done that investigates this phenomena in the context of new product introductions and how it may impact brand equity. Consequently, the authors develop and test a conceptual model that features the role of expectations in whether or not consumers immediately purchase or delay purchase of a durable with increasing levels of technological advancement. |
URI: | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/7823 |
Appears in Collections: | Articles to be qced |
Files in This Item:
File | Size | Format | |
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ENHANCING AND ERODING BRAND EQUITY THROUGH RELEASE.pdf Restricted Access | 584.28 kB | Adobe PDF | View/Open Request a copy |
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