search query: @indexterm Mobile phones / total: 48
reference: 6 / 48
| Author: | Baker, W. E. Sciglimpaglia, D. Saghafi, M. |
| Title: | Branding of post-purchase ancillary products and services. An application in the mobile communications industry |
| Journal: | European Journal of Marketing
2010 : VOL. 44:5, p. 547-566 |
| Index terms: | mobile phones brands pricing |
| Freeterms: | brand equity |
| Language: | eng |
| Abstract: | The purpose of this paper is to study the demand for add-on services in the mobile communications industry and to detail a methodology that can be employed to make this assessment. The results extend brand equity theory into the context of ancillary product sales and show that branded ancillary services can command a price premium and are less sensitive to price increases than unbranded services. |
SCIMA