Ambiguity Aversion and the Power of Established Brands
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چکیده
منابع مشابه
Ambiguity Aversion And The Power Of Established Brands
Ambiguity Aversion And The Power Of Established Brands Author(s): A. V. Muthukrishnan, Hong Kong University of Science and Technology Luc Wathieu, ESMT This paper investigates situations where a sizeable sub-set of consumers prefer an inferior (dominated) offer made by an established brand to a superior (dominating) offer made by a less-established brand. Established brands are those for which ...
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ژورنال
عنوان ژورنال: SSRN Electronic Journal
سال: 2007
ISSN: 1556-5068
DOI: 10.2139/ssrn.1072909