Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity
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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… read more here.
Keywords: non premium; premium products; brand equity; advertising ... See more keywords