search query: @author Wathieu, L. / total: 3
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| Author: | Bronnenberg, B. Wathieu, L. |
| Title: | Asymmetric promotion effects and brand positioning |
| Journal: | Marketing Science
1997 : VOL. 16:1, p. 379-394 |
| Index terms: | PROMOTION BRANDS POSITIONING |
| Language: | eng |
| Abstract: | Several studies have shown that promotions of national brands yield more effect than those of store brands. However, the evolution of price-quality data available from Consumer Reports over the last 15 years seems to reveal a reduction of the quality gap between store brands and national brands, while price differences remain substantial. The authors analyze consumer reactions to price discounts in a parsimonious preference model featuring loss aversion and reference-dependence along dimensions of price and quality. |
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