Beanie Babies: a case study in the engineering of a high-involvement/relationship-prone brand

Journal of Product & Brand Management

Volumn 9, Issue 2, 2000, Pages 78-98

  Morris, Rebecca J ^a   Martin, Charles L ^b  

^a UNIVERSITY OF NEBRASKA AT OMAHA   (United States)

^b WICHITA STATE UNIVERSITY   (United States)

Author keywords

Brand loyalty; Involvement; Marketing strategy; Product attributes; Relationship marketing

Indexed keywords

EID: 84986165664     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420010322143     Document Type: Article

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