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

• 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
• Institution: Singapore Management University

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...