search query: @author Krishnamurthi, L. / total: 8
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| Author: | Krishnamurthi, L. Raj, S. Sivakumar, K. |
| Title: | Unique inter-band effects of price on brand choice |
| Journal: | Journal of Business Research
1995 : SEP, VOL 34:1, p. 47-56 |
| Index terms: | BRAND CHOICE PRICES BRANDS |
| Language: | eng |
| Abstract: | How do price changes by one brand affect the choice of competing brands? Such inter-brand effects may depend on the specific strategy followed by a firm. For example, a firm may target a particular brand to exploit its vulnerability or to avoid direct competition with other brands. In this article a generalized logit (or mother logit ) model is used to estimate unique interbrand response parameters to capture asymmetry. The cross-price elasticities are used to draw managerial implications for brand and product line management. |
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