TITLE

ROLE OF NONPRICE VARIABLES IN INTERTIER COMPETITION

AUTHOR(S)
Sivakumar, K.; Nakata, Cheryl; Aggarwal, Praveen; Chitturi, Ravindra; Koukova, Nevena T.
PUB. DATE
September 2009
SOURCE
Journal of Marketing Theory & Practice;Fall2009, Vol. 17 Issue 4, p351
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This study examines the role of nonprice variables in intertier competition (low-tier versus high-tier brands). Specifically, we examine the asymmetric impact of nonprice variables, such as features, displays, and prior product experience, on brand choice between tiers. Prior research has established that high-tier brands benefit disproportionately from price promotions. From an analysis of scanner panel data for two product categories, we show that low-tier brands benefit disproportionately more than high-tier brands from enhancements in nonprice variables.
ACCESSION #
44275733

 

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