Dong, Rong; Wang, Nengmin; Jiang, Bin; He, Qidong - 2022
In a highly saturated market, some firms (e.g., Apple and Samsung) extend the scope of their trade-in services from the same brand (within-brand trade-ins) to any brand (cross-brand trade-ins). Cross-brand trade-ins provide additional trade-in rebates for consumers who possess a rival’s old...