search query: @author Lal, R. / total: 14
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| Author: | Raju, J. S. Srinivasan, V. Lal, R. |
| Title: | The effects of brand loyalty on competitive price promotional strategies. |
| Journal: | Management Science
1990 : MAR, VOL. 36:3, p. 276-304 |
| Index terms: | BRAND LOYALTY SALES PROMOTION PRICE POLICY |
| Language: | eng |
| Abstract: | The role played by brand loyalty is analyzed in determining optimal price promotional strategies used by firms in a competitive setting. Loyalty is operationalized as the minimum price differential needed before consumers who prefer one brand switch to another brand. It is examined how loyalties toward the competing brands influence whether or not firms would use price promotions in a product category. The results suggest that the weaker brand gains more from price promotions. |
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