Reputation and Advertising of Collective Brand Members in the Wine Industry: The Moderating Role of Market Share
This paper analyzes the nonlinear relationship between the advertising investment and reputation of collective brand members in an experience goods industry, as well as the moderating role of their market share within the collective brand. The central assumption is that the quality reputation of col...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Cambridge University Press
2021
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |