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| Author: | Simester, D. |
| Title: | Signalling price image using advertised prices |
| Journal: | Marketing Science
1995 : VOL. 14:2, p. 166-188 |
| Index terms: | SIGNALING PRICES ADVERTISING |
| Language: | eng |
| Abstract: | This paper addresses the issue of retail price image by offering an explanation for how and when stores can use their advertised prices to signal the prices of other products in the store. A model of a two-product retail market is presented in which stores advertise the price of one product and customers do not know the price of the other product before selecting which store to visit. In a model with full customer information, stores with different marginal costs charge different prices for each product. |
SCIMA