What's in a name? The impact of subcategory salience on value perception and upgrade intention for multicategory products

What's in a name? The impact of subcategory salience on value perception and upgrade intention for multicategory products

Despite many convergence products rapidly approaching market saturation, academic research yet lags behind with the focus still on the primary demand in the introduction stage. The authors close this gap by focusing on how the labeling of convergence products may impact on value perception and upgra...

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Bibliographic Details
Main Authors: HAN, Jin K., CHUNG, Seh-Woong, SOHN, Yong Seok
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2018
Subjects:
convergence product
intrinsic motivation
product replacement
subordinate label
superordinate label
willingness-to-pay
willingness-to-upgrade
Marketing
Sales and Merchandising
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/5899
https://ink.library.smu.edu.sg/context/lkcsb_research/article/6898/viewcontent/What_is_in_a_name_2017_pp.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/lkcsb_research/5899
https://ink.library.smu.edu.sg/context/lkcsb_research/article/6898/viewcontent/What_is_in_a_name_2017_pp.pdf

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