TY - JOUR
T1 - Role of nonprice variables in intertier competition
AU - Sivakumar, K.
AU - Nakata, Cheryl
AU - Aggarwal, Praveen
AU - Chitturi, Ravindra
AU - Koukova, Nevena
PY - 2009/9/1
Y1 - 2009/9/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=70349511076&partnerID=8YFLogxK
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U2 - 10.2753/MTP1069-6679170404
DO - 10.2753/MTP1069-6679170404
M3 - Article
AN - SCOPUS:70349511076
SN - 1069-6679
VL - 17
SP - 351
EP - 368
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
IS - 4
ER -