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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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2018
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| Subjects: | |
| 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 |