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| Author: | Heath, T.B. (et al.) |
| Title: | Asymmetric competition in choice and the leveraging of competitive disadvantages |
| Journal: | Journal of Consumer Research
2000 : DEC, VOL. 27:3, p. 291-308 |
| Index terms: | BRAND CHOICE COMPETITION PRICES QUALITY |
| Language: | eng |
| Abstract: | The authors report a choice experiment that replicates asymmetric price competition favoring higher-quality competitors and demonstrates asymmetric quality competition favoring lower-quality competitors. Also demonstrated are multiple mechanisms contributing to competitive asymmetries, where dominance involving the otherwise preferred brand is particularly potent. |
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