Abstract
Developing IP product has become a common differentiation strategy for retailers to attract customers and remain competence strength. This study uses empirical model to relate consumer characteristics with IP product purchase. The results show that consumers shopping on weekends are more likely to buy IP products, and consumers who have stocking behavior are less likely to purchase IP products. Consumers who are members of the retailer also have lower probability to buy IP products. These findings provide suggestions for the retailers who want to apply differentiation strategy by introducing co-branded IP products.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
