From the CVS Brand to Nike Deodorant? Study Shows How Marketers Can Persuade Consumers to Switch
By Tom Meyvis, Associate Professor of Marketing & Daniel P. Paduano Faculty Fellow, Kelly Goldsmith and Ravi Dhar
In this market research context, consumers place too much emphasis on the fit between the brand and the product. As a result, companies may underestimate the value and opportunity of high-status brands extending into a wide variety of product categories.