Convergence in the high-technology consumer markets: Not all brands gain equally from adding new functionalities to products

Marketing Letters

Volumn 20, Issue 1, 2009, Pages 91-103

  Gill, Tripat ^a   Lei, Jing ^a  

^a UNIVERSITY OF ONTARIO INSTITUTE OF TECHNOLOGY   (Canada)

Author keywords

Brand quality; Consumption goals; Convergence; Functionalities; New products

Indexed keywords

EID: 58149503663     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-008-9050-5     Document Type: Article

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