Deleersnyder, B.; Dekimpe, M.G.; Steenkamp, J-B.E.M.; … - Erasmus Research Institute of Management (ERIM), ERIM … - 2005
manufacturer’s performance.
Pricing factors
Within-store price gap. Consumers typically assess the acceptability of a brand …-focused versus value-oriented consumers. In contrast, closer substitutes with similar prices
are less likely to improve category … attractiveness, as consumers are largely indifferent in choosing
either offering (Bell, Chiang & Padmanabhan 1999), resulting in …