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| Author: | Bronnenberg, B. J. Wathieu, L. |
| Title: | Asymmetric promotion effects and brand positioning |
| Journal: | Marketing Science
1996 : VOL. 15:4, p. 379-394 |
| Index terms: | BRAND CHOICE PROMOTION ASYMMETRIC INFORMATION POSITIONING |
| Language: | eng |
| Abstract: | This paper studies the effect on brand positioning on promotion asymmetry, drawing from the implications of a theory of individual preferences. While higher quality and/or higher price brands may have a promotion advantage in principle , the precise relative positioning of all brands may reverse this principle advantage and determine the direction and the extent of promotion asymmetries in any pairwise comparison of effectiveness. The changing pattern of brand positioning, as store brands improve their quality, can have a significant impact on future regularities regarding promotion advantages. |
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