haku: @author Kalafatis, S. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Hamilton, W. East, R. Kalafatis, S. |
| Otsikko: | The measurement and utility of brand price elasticities |
| Lehti: | Journal of Marketing Management
1997 : MAY, VOL. 13:4, p. 285-298 |
| Asiasana: | BRANDS PRICES FLEXIBILITY MEASUREMENT |
| Kieli: | eng |
| Tiivistelmä: | This paper investigates the price elasticities of brands by analysing field experiments, store-level data and regression analysis: the methods are reviewed and findings are reported. In response to a variety of market conditions price elasticities may vary, but some product-specific factors are also related to flexibility. Elasticities were found to be widely spread in the leading five brands in 100 categories. Strong regression estimates seemed to produce high elasticities. |
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