Consumer Preference Formation and Pioneering Advantage

TL;DR: In this article, the authors investigated the market performance of line extensions as a result of the type of line extension, the order in which it entered the brand's range, and the way in which consumers may use existing brand associations to evaluate it.

TL;DR: In this article, the role of inter-firm cooperation and effect of partners' market strategies in the video game industry is investigated, and the authors explore how firms' commitment to release products on a new generation of platforms impacts the quality of products released on the current generation.

TL;DR: In this paper, the six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research, which may be used for both upper-division undergraduate and graduate level courses.

TL;DR: In this paper, a review of empirical results from the psychological literature in a way that provides a useful foundation for research on consumer knowledge is provided by two fundamental distinctions: consumer expertise is distinguished from product-related experience and five distinct aspects, or dimensions, of expertise are identified.

TL;DR: Theoretical and empirical literature on mechanisms that confer advantages and disadvantages on first-mover firms are surveyed and recommendations are given for future research.

TL;DR: A context theory of classificatio n is described in which judgments are assumed to derive exclusively from stored exemplar information, and the main idea is that a probe item acts as a retrieval cue to access information associated with stimuli similar to the probe.