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Keywords: Price range
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2018) 52 (3-4): 575–595.
Published: 05 February 2018
... aims to show the effects of parent brand endpoint prices on consumer judgments of vertical line extensions. Design/methodology/approach Three experiments have been conducted. Experiment 1 tests the hypothesis that consumers rely on the parent brand price range when making judgments of an upscale...
