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Send-for-review decisions, brand equity, and pricing

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Send-for-review decisions, brand equity, and pricing

Qiu, Chun; Popkowski Leszczyc, Peter - In: European Journal of Marketing 50 (2016) 1/2, pp. 145-165

Purpose – The purpose of this paper is to study firms’ decisions of voluntary disclosure of high product quality by sending their products to intermediaries for review, and how the nature of the reviews subsequently substitutes the brand names in terms of affecting the price of the product....

Persistent link: https://www.econbiz.de/10014724473