Working Paper
The Ownership Effect in Consumer Responses to Brand Line Stretches
Jan 1, 1997
Examines the effects of ownership in consumer response to higher- and lower-priced extensions of prestige and functional brand names.
Working Paper
The Ownership Effect in Consumer Responses to Brand Line Stretches
Jan 1, 1997
Examines the effects of ownership in consumer response to higher- and lower-priced extensions of prestige and functional brand names.