Asymmetric Store Positioning and Promotional Advertising Strategies: Theory and Evidence

Volume: 21, Issue: 1, Pages: 74 - 96
Published: Jan 15, 2002
Abstract
Asymmetrically positioned retailers, who vary in the quality/in-store service offered, are increasingly using promotional advertising--the practice of advertising sale prices on familiar merchandise lines--to compete for customers who are willing to comparison shop. The objective of this paper is to examine the role of promotional advertising for stores that vary in their quality positioning in competing for customers using a game-theoretic...
Paper Details
Title
Asymmetric Store Positioning and Promotional Advertising Strategies: Theory and Evidence
Published Date
Jan 15, 2002
Volume
21
Issue
1
Pages
74 - 96
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