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Koushyar Rajavi on Muck Rack

Koushyar Rajavi

As seen in: Dialnet - Universidad de La Rioja
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Articles

Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in Consumer Packaged Goods Industries?

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By Koushyar Rajavi, Tarun Kushwaha, Jan-Benedict E.M. Steenkamp, Jan-Benedict E.M
| Dialnet - Universidad de La Rioja
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Strategic Brand Factors That Help Moderate the Impact of Business Cycles on Brand Equity

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By Koushyar Rajavi, Tarun Kushwaha, Jan-Benedict E.M. Steenkamp
| ama.org
How are some brands able to ride the wave of macroeconomic expansions while others are better able to successfully weather contractions? During economic contractions, characterized by lower disposable incomes and tighter budgets, consumers are more price sensitive, less brand loyal, and more inclined to shift their purchases to (cheaper) private labels. This is also a time when consumers prioritize functional attributes over emotional ones.
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