The dark side of innovation : how new SKUs affect brand choice in the presence of consumer uncertainty and learning
Bernadette J. van Ewijk, Els Gijsbrechts, Jan-Benedict E.M. Steenkamp
| Year of publication: |
2022
|
|---|---|
| Authors: | Ewijk, Bernadette J. van ; Gijsbrechts, Els ; Steenkamp, Jan-Benedict E. M. |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 39.2022, 4, p. 967-987
|
| Subject: | New product additions | Brand quality | Quality uncertainty | Consumption-based learning | Bayesian learning model | Lernprozess | Learning process | Konsumentenverhalten | Consumer behaviour | Innovation | Produktqualität | Product quality | Theorie | Theory | Risiko | Risk | Produktentwicklung | New product development | Markenführung | Brand management | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2022.01.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013471029