The interaction between price and long-run variables in a multinational brand market
Article Abstract:
A brand market share model was used to analyze the interaction of price and long-run variables in a multinational brand market. The study concentrated on the impact of different variables such as product quality, advertising expenditure and country names on price sensitivity in the US subcompact automobile market. Results showed that the advertising effect was positively correlated to competitive reactivity. It also indicated that reliability is the only factor accounting for reduced price sensitivity and the country of origin negatively related to price elasticity for premium automobile brands.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1996
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Price and advertising strategy of a national brand against its private-label clone: a signaling game approach
Article Abstract:
A study of popular consumer package goods categories tackles the strategies used for pricing and advertising national brands that are threatened by their private-label counterparts. The analysis focuses on the competition between a national brand and its clone to explain what transpires and provide a basis for making important pricing and advertising decisions. A signaling game was devised and solved for the separate, hybrid and pooling equilibria. Results show that manufacturers should increase their advertising efforts if a national brand's quality is better than its private-label clone.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1995
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Developing and validating a multidimensional consumer-based brand equity scale
Article Abstract:
A new study seeks to measure consumer-based brand equity and develops a reliable, multidimensional scale that can be used across several product categories and cultures.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2001
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