Article : texte imprimé

Reference groups and product line decisions : An experimental investigation of limited editions and product proliferation

Wilfred Amaldoss, Auteur ; Sanjay Jain, Auteur |

Dans Management science (Vol. 56 N° 4, Avril 2010)

Some luxury goods manufacturers offer limited editions of their products, whereas some others market multiple product lines. Researchers have found that reference groups shape consumer evaluations of these product categories. Yet little empirica[...]

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