haku: @author Sethuraman, R. / yhteensä: 4
viite: 2 / 4
Tekijä: | Sethuraman, R. Srinivasan, V. |
Otsikko: | Asymmetric and neighborhood cross-price effects: some empirical generalizations |
Lehti: | Marketing Science
1999 : VOL. 18:1, p. 23-41 |
Asiasana: | MARKETING PRICES RESEARCH |
Kieli: | eng |
Tiivistelmä: | 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. |
SCIMA