haku: @journal_id 1343 / yhteensä: 429
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| Tekijä: | Kim, C. |
| Otsikko: | The interaction between price and long-run variables in a multinational brand market |
| Lehti: | Journal of Business Research
1996 : SEP, VOL. 37:1, p. 1-14 |
| Asiasana: | RESEARCH PRICES BRANDS |
| Kieli: | eng |
| Tiivistelmä: | This study examined how long-run variables and pricing decisions interacted to affect market shares of multinational brands. By applying a brand market share model, the study focused on how price sensitivity was affected by long-run variables such as product quality, advertising expenditure , and country names, within the U.S. subcompact car market. This study generated three major findings:(1) the advertising effect on price sensitivity was positively related to competitive reactivity, (2) only the reliability factor reduced price sensitivity, and (3) country image reduced price elasticity for premium pricing. |
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