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| Tekijä: | Baker, W. E. Sciglimpaglia, D. Saghafi, M. |
| Otsikko: | Branding of post-purchase ancillary products and services. An application in the mobile communications industry |
| Lehti: | European Journal of Marketing
2010 : VOL. 44:5, p. 547-566 |
| Asiasana: | mobile phones brands pricing |
| Vapaa asiasana: | brand equity |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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