Benefits Leader Reversion: How a Once-Preferred Product Recaptures Its Standing
In general, consumers establish a preference for one product early in a decision process. When this preference does not include consideration of product prices, the currently preferred product is called the "benefits leader." This article proposes that consumers who switch to a cheaper pro...
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Veröffentlicht in: | Journal of marketing research 2009-12, Vol.46 (6), p.788-797 |
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Format: | Artikel |
Sprache: | eng |
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