search query: @indexterm BRAND CHOICE / total: 192
reference: 62 / 192
| Author: | Kumar, V. Pereira, A. |
| Title: | Assessing the Competitive Impact of Type , Timing, Frequency, and Magnitude of Retail Promotions |
| Journal: | Journal of Business Research
1997 : SEP, Vol. 40:1, p. 1-13 |
| Index terms: | RETAILING SALES PROMOTION BRAND CHOICE |
| Language: | eng |
| Abstract: | This research hypothesizes and tests the following propotions: 1. competitive performance of a brand varies across retail chains, driven by differences in retailers' promotion decisions for the brand, and 2. type, timing, frequency, and magnitude of retail promotions affects brands' competitive performance. Further, we illustrate the presence of asymmetry in brand competition and test the expectation that differences in market shares and price levels are major factors contributing to competitive asymmetry. A model of brand competition is formulated at the retail level. The results indicate that the competitive performance of brands are not uniform across pairs of brands and the retail chains in a market. |
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