By Ralf Terlutter, Sandra Diehl, Shintaro Okazaki
The objective of the e-book is to improve extra systematic learn within the fields of advertisements and verbal exchange shape a global viewpoint. popular communique researchers from worldwide have contributed to the making of this e-book.
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Additional resources for Advances in Advertising Research, Volume 1: Cutting Edge International Research
2008): Strategic Brand Management. Building, Measuring and Managing Brand Equity, 3rd Ed. : Prentice Hall. Keller, K. , Aaker, D. A. (1992): The Effects of Sequential Introduction of Brand Extensions. In: Journal of Marketing Research, 29 (February): 35-50. Kirsche, M. (2005): Limited-Edition Candy Provides Short – but Sweet – Sales Boosts. In: Drug Store News, Consumables. 04/11/2005: 45. , Trivedi, M. (2006): Estimation of Variety Seeking for Segmentation and Targeting. An Empirical Analysis.
Limited editions succeed to meet these desires by their extraordinary product characteristics (Banasiak 2005; Kirsche 2005). The restricted availability indicates a “use-it-or-lose-it”-situation and is therefore an additional sales appeal (Theodore 2004; Oller 2006). 3 Research objective In spite of its high practical relevance as a special form of product line extension, there is up to now a lack of scientific discussion about the effects of limited editions on the consumer. g. Banasiak 2005; Oller 2006).
In: Advances in Consumer Research, 34. 500-506. Jung, J. ; Kellaris, J. J. (2004): Cross-National Differences in Proneness to Scarcity Effects. The Moderating Roles of Familiarity, Uncertainty Avoidance, and Need for Cognitive Closure. In: Psychology and Marketing, 21 (9). 739-753. Keller, K. L. (2008): Strategic Brand Management. Building, Measuring and Managing Brand Equity, 3rd Ed. : Prentice Hall. Keller, K. , Aaker, D. A. (1992): The Effects of Sequential Introduction of Brand Extensions. In: Journal of Marketing Research, 29 (February): 35-50.