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Published in 2018 at "International Journal of Research in Marketing"
DOI: 10.1016/j.ijresmar.2018.03.004
Abstract: Non-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as “advertising up” and develop hypotheses about its short- and long-term…
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Keywords:
non premium;
premium products;
brand equity;
advertising ... See more keywords