Esta web utiliza cookies técnicas, de personalización y de análisis, propias y de terceros, para anónimamente facilitarle la navegación y analizar estadísticas del uso de la web. Obtener más información
Resultados de búsqueda
-
Capitalizing on the Underdog Effect
Keinan, Anat; Avery, Jill; Paharia, NeeruArtículo HBS-F1011B-EMarketingEveryone loves a scrappy underdog-and brands can profit from this positioning.Desde 8,20 €
-
When Virtue Is a Vice
Keinan, Anat; Kivetz, RanArtículo HBS-F0807D-EMarketingChoosing duty over pleasure today can cause regret down the road-whereas regret over the reverse is fleeting. Marketers of luxury products and services should consider prompting customers to predict their future feelings about choices made now.Desde 8,20 €
-
How "Brand Tourists" Can Grow Sales
Bellezza, Silvia; Keinan, AnatArtículo HBS-F1407C-EMarketingGrowing an exclusive brand by moving down market can be tricky: It risks tarnishing the brand among core customers. New research shows that under certain conditions, however, downward extensions can actually intensify a brand's prestige. It all depends on how the noncore consumers are framed--whether they are presented as part of the core community ("brand immigrants"), a situation that tends to diminish the brand's image, or whether they are pos...Desde 8,20 €