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Why Cheap, Low-Quality Giveaways Are Bad for Brands
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References

  • 1979Prospect Theory: An Analysis of Decision under Risk48,459 cited
  • 1988Prospect theory: An analysis of decision under risk32,475 cited
  • 1973Job Market Signaling19,221 cited
  • 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity15,244 cited
  • 2001Bad is Stronger than Good7,670 cited
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  • 2000No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality2,192 cited
  • 2014Attitude Strength1,318 cited
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  • 2007The Impact of a Product-Harm Crisis on Marketing Effectiveness

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