search query: @author Sethuraman, R. / total: 4
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| Author: | Sethuraman, R. Srinivasan, V. |
| Title: | Asymmetric and neighborhood cross-price effects: some empirical generalizations |
| Journal: | Marketing Science
1999 : VOL. 18:1, p. 23-41 |
| Index terms: | MARKETING PRICES RESEARCH |
| Language: | eng |
| Abstract: | This paper provides some empirical generalizations regarding how the relative prices of competing brands affect the cross-price effects among them. Particular focus is on the symmetrical price effect and the neighborhood price effect. The asymmetric price effect states that a price promotion by a higher-priced brand affects the market share of a lower-priced brand more so than reverse. The neighborhood price effect states that brands that are closer to each other in price have larger cross-price effects than brands that are priced farther apart. |
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