An empirical study of scarcity marketing strategies : limited-time products with umbrella branding in the beer market
Masakazu Ishihara, Minjung Kwon, Makoto Mizuno
| Year of publication: |
2023
|
|---|---|
| Authors: | Ishihara, Masakazu ; Kwon, Minjung ; Mizuno, Makoto |
| Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 51.2023, 6, p. 1327-1350
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| Subject: | Beer | Limited-time products | Multiple discrete-continuous choice | Scarcity marketing | Umbrella branding | Bier | Marketingmanagement | Marketing management | Markenführung | Brand management | Markenartikel | Brand | Brauerei | Brewery | Produktqualität | Product quality | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-022-00899-y [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014446679