The Undesired Discounting Effect of Budget Brands: How Brand Positioning Affects Perceptions of Customer Service Representatives’ Human Qualities

Alex Henkel; Johannes Bögershausen; K. Aquino; Jos Lemmink

The Undesired Discounting Effect of Budget Brands: How Brand Positioning Affects Perceptions of Customer Service Representatives’ Human Qualities

Alex Henkel, Johannes Bögershausen, K. Aquino, Jos Lemmink

Marketing & Supply Chain Management

Research output: Contribution to conference › Paper › Academic

Original language	English
Publication status	Published - 2016
Event	ACR conference 2016 - Berlin, Germany Duration: 27 Oct 2016 → 30 Oct 2016

Conference

Conference	ACR conference 2016
Country/Territory	Germany
City	Berlin
Period	27/10/16 → 30/10/16

Access to Document

https://www.acrwebsite.org/account/acr-conference-registration.aspx

Cite this

@conference{b9b2ef30262a452eb951368c4ab9eac3,

title = "The Undesired Discounting Effect of Budget Brands: How Brand Positioning Affects Perceptions of Customer Service Representatives{\textquoteright} Human Qualities",

author = "Alex Henkel and Johannes B{\"o}gershausen and K. Aquino and Jos Lemmink",

year = "2016",

language = "English",

note = "ACR conference 2016 ; Conference date: 27-10-2016 Through 30-10-2016",

}