Baker, William E.; Sciglimpaglia, Donald; Saghafi, Massoud - In: European Journal of Marketing 44 (2010) 5, pp. 547-566
Purpose – After the sale of a primary product, firms often have the opportunity to sell ancillary products or services in support of the primary brand. These add‐ons or services may be offered in a generic or in a branded form. The aim of the this paper is to study the demand for add‐on...
