Brand building to deter entry and its impact on brand value
Year of publication: |
2023
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Authors: | Bar, Ron N. ; Haviv, Avery |
Published in: |
Management science : journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md. : INFORMS, ISSN 1526-5501, ZDB-ID 2023019-9. - Vol. 69.2023, 9, p. 5418-5438
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Subject: | brand equity | brand value | dynamic games | empirical IO | entry deterrence | Markteintritt | Market entry | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand |
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