The exclusive value principle: the basis for prestige racing

Proposes the concept of “An exclusive Value Principle” as an explanation for the attainment of brandexclusivity. Argues that positioning a brand carefully with prestige pricing approach reinforces a positive, even exclusive, brand image in the mind of the customer. Presents relationships between an exclusive value, market price, margin, risk, and firm value. Identifies 17 marketing strategy alternatives for achieving favourable high‐price positioning.

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Year of publication:	1993
Authors:	Groth, John C. ; McDaniel, Stephen W.
Published in:	Journal of Consumer Marketing. - MCB UP Ltd, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 10.1993, 1, p. 10-16
Publisher:	MCB UP Ltd
Subject:	Brand image \| Brand loyalty \| Customer satisfaction \| Marketing strategy \| Marketing theory

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/07363769310026539 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014849074