A configurational perspective on brand relevance in commodity markets
This article illuminates the question how brands can help prevent the commoditization of offerings. The concept of interest is brand relevance, which refers to the importance of the brand as purchase decision criterion for customers in purchase situations. Based on a brief review of prior work on th...
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| Veröffentlicht in: | Commodity marketing |
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| Format: | UnknownFormat |
| Sprache: | eng |
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2022
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Tag hinzufügen | Zusammenfassung: | This article illuminates the question how brands can help prevent the commoditization of offerings. The concept of interest is brand relevance, which refers to the importance of the brand as purchase decision criterion for customers in purchase situations. Based on a brief review of prior work on the relevance of brands for commodity products, this article discusses the merits of configuration theory as an inquiry system to further the understanding of what makes brands relevant. The article gives brief overview of the configurational approach and outlines avenues for future studies using this approach. |
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| ISBN: | 9783030906566 |