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The Asymmetric Effects of Positive or Negative Experiences with an Extension on Low- vs. High-Equity Parent Brands : A Microtheoretical Notion

Gunasti, Kunter - 2016

We investigate the effects of actual product experiences with typical brand extensions on attitudes toward low- vs. high-equity brands. By using a three-wave longitudinal design, we assess both the immediate and delayed intra-individual influence of an experience with an extension on evaluations...

Persistent link: https://www.econbiz.de/10012979320

Tradeoffs between price and quality : how a value index affects preference formation

Creyer, Elizabeth H. - In: Journal of consumer affairs : official publication of … 31 (1997) 2, pp. 280-302

Persistent link: https://www.econbiz.de/10001230098

Price as an indicator of quality: implications for utility and demand functions

Ding, Min; Ross, William T.; Rao, Vithala R. - In: Journal of retailing 86 (2010) 1, pp. 69-84

Persistent link: https://www.econbiz.de/10003969347

Product recalls and the moderating role of brand commitment

Germann, Frank; Grewal, Rajdeep; Ross, William T.; … - In: Marketing letters : a journal of research in marketing 25 (2014) 2, pp. 179-191

Persistent link: https://www.econbiz.de/10010367211

The role of positive emotions in experiental decisions

Kwortnik, Robert J.; Ross, William T. - In: International journal of research in marketing : IJRM ; … 24 (2007) 4, pp. 324-335

Persistent link: https://www.econbiz.de/10003593786

How do implausible tensile price claims affect consumer perceptions of deceptiveness and consumer willingness to purchase in online environments?

Chang, Xinyu; Zheng, Hualu; Yang, Shuai; Huang, Lu; … - In: Journal of interactive marketing 60 (2025) 1, pp. 100-121

Persistent link: https://www.econbiz.de/10015187618

Does music really work? : the two-stage audiovisual cross-modal correspondence effect on consumers’ shopping behavior

Yang, Shuai; Chang, Xinyu; Chen, Sixing; Lin, Shan; … - In: Marketing letters : a journal of research in marketing 33 (2022) 2, pp. 251-276

Persistent link: https://www.econbiz.de/10013273040