SKK GSB Professor Kyeongheui Kim: An Unintended Consequence of Product Upgrades
- SKKGSB
- Hit13555
- 2022-03-04
Professor Kyeongheui Kim’s paper “An Unintended Consequence of Product Upgrades: How Upgrades Can Make Current Consumers Feel Left Behind" has been published in the Journal of Marketing Research.
Abstract as below:
Keywords:
product upgratd, ownership, identity, consumer-brand relationship
- Previous
- Class of 2022 Commencement Ceremony