haku: @author Wathieu, L. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Bronnenberg, B. Wathieu, L. |
| Otsikko: | Asymmetric promotion effects and brand positioning |
| Lehti: | Marketing Science
1997 : VOL. 16:1, p. 379-394 |
| Asiasana: | PROMOTION BRANDS POSITIONING |
| Kieli: | eng |
| Tiivistelmä: | 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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