Branding of post-purchase ancillary products and services: An application in the mobile communications industry

European Journal of Marketing

Volumn 44, Issue 5, 2010, Pages 547-566

  Baker, William E ^a   Sciglimpaglia, Donald ^b   Saghafi, Massoud ^b  

^a UNIVERSITY OF AKRON   (United States)

^b SAN DIEGO STATE UNIVERSITY   (United States)

Author keywords

Brand equity; Brands; Mobile communication systems; Pricing

Indexed keywords

EID: 77952690885     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561011032261     Document Type: Article

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