Increasing a brand’s competitive clout: the role of market share, consumer preference, and price sensitivity

References

• Agarwal, M., & Rao, V. (1996). An empirical comparison of consumer-based measures of brand equity. Marketing Letters, 7(3), 237–247. doi:10.1007/BF00435740
   Google Scholar
• Aiken, L., & West, S. (1991). Multiple regression. Newbury Park, CA: Sage.
   Google Scholar
• Anderson, S., De Palma, A., & Thies, J. (1992). Discrete choice theory of product differentiation. Cambridge, MA: MIT Press.
   Google Scholar
• Anselmsson, J., Johansson, U., & Persson, N. (2008). The battle of brands in the Swedish market for consumer packaged food: A cross-category examination of brand preference and liking. Journal of Brand Management, 16, 63–79. doi:10.1057/bm.2008.21
   Google Scholar
• Avlonitis, G., Indounas, K., & Gounaris, S. (2005). Pricing objectives over the service life cycle: Some empirical evidence. European Journal of Marketing, 39(5/6), 696–714. doi:10.1108/03090560510590773
   Web of Science ®Google Scholar
• Bannock, G., Baxter, R., & Davis, E. (1992). The penguin dictionary of economics. Harmonsdworth: Penguin.
   Google Scholar
• Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. doi:10.1177/014920639101700108
   Web of Science ®Google Scholar
• Bell, D., Chiang, J., & Padmanabhan, V. (1999). The decomposition of promotional response: An empirical generalization. Marketing Science, 18(4), 504–526. doi:10.1287/mksc.18.4.504
   Web of Science ®Google Scholar
• Besanko, D., Dubé, J.-P., & Gupta, S. (2005). Own-brand and cross-brand retail pass-through. Marketing Science, 24(1), 123–137. doi:10.1287/mksc.1030.0043
   Web of Science ®Google Scholar
• Bhuian, S., Menguc, B., & Bell, S. (2005). Just entrepreneurial enough: The moderating effect of entrepreneurship on the relationship between market orientation and performance. Journal of Business Research, 58(1), 9–17. doi:10.1016/S0148-2963(03)00074-2
   Web of Science ®Google Scholar
• Blattberg, R., & Wisniewski, K. (1989). Price induced patterns of competition. Marketing Science, 8(4), 291–309. doi:10.1287/mksc.8.4.291
   Web of Science ®Google Scholar
• Bolton, R. (1989). The relationship between market characteristics and promotional price elasticities. Marketing Science, 8(2), 153–169. doi:10.1287/mksc.8.2.153
   Web of Science ®Google Scholar
• Boulding, W., & Staelin, R. (1990). Environment, market share and market power. Management Science, 36(10), 1160–1177. doi:10.1287/mnsc.36.10.1160
   Web of Science ®Google Scholar
• Boulding, W., & Staelin, R. (1993). A look on the cost side: Market share and the competitive environment. Marketing Science, 12(2), 144–166. doi:10.1287/mksc.12.2.144
   Web of Science ®Google Scholar
• Bronnenberg, B., & Mahajan, V. (2001). Unobserved retailer behavior in multimarket data: Joint spatial dependence in market shares and promotion variables. Marketing Science, 20(3), 284–299. doi:10.1287/mksc.20.3.284.9768
   Web of Science ®Google Scholar
• Bronnenberg, B., Mahajan, V., & Vanhonacker, W. (2000). The emergence of market structure in new repeat-purchase categories: The interplay of market share and retailer distribution. Journal of Marketing Research, 37(1), 16–31. doi:10.1509/jmkr.37.1.16.18723
   Web of Science ®Google Scholar
• Bronnenberg, B., & Vanhonacker, W. (1996, May). Limited choice sets, local price response, and implied measures of price competition. Journal of Marketing Research, 33, 163–173. doi:10.2307/3152144
   Web of Science ®Google Scholar
• Buzzell, R. (2004). The PIMS program of strategy research. A retrospective appraisal. Journal of Business Research, 57, 478–483. doi:10.1016/S0148-2963(02)00314-4
   Web of Science ®Google Scholar
• Buzzell, R., Bradley, T., & Sultan, R. (1975). Market share – A key to profitability. Harvard Business Review, 53, 97–106.
   Web of Science ®Google Scholar
• Buzzell, R., & Gale, B. (1987). The PIMS- principles. New York, NY: The Free Press.
   Google Scholar
• Carpenter, G., & Nakamoto, K. (1989). Consumer preference formation and pioneering advantage. Journal of Marketing Research, 26(3), 285–298. doi:10.2307/3172901
   Web of Science ®Google Scholar
• Chang, Y.-H., & Yeh, C.-H. (2001). Evaluating airline competitiveness using multiattribute decision making. OMEGA, The International Journal of Management Science, 29, 405–415. doi:10.1016/S0305-0483(01)00032-9
   Web of Science ®Google Scholar
• Chatterjee, S., & Chaudhuri, A. (2005). Are trusted brands important? The Marketing Management Journal, 15(1), 1–16.
   Google Scholar
• Chib, S., Seetharaman, P., & Strijnev, A. (2004). Model of brand choice with a no-purchase option calibrated to scanner-panel data. Journal of Marketing Research, 41(2), 184–196. doi:10.1509/jmkr.41.2.184.28674
   Web of Science ®Google Scholar
• Chintagunta, P. (1993). Investigating purchase incidence, brand choice and purchase quantity decisions of households. Marketing Science, 12(2), 184–208. doi:10.1287/mksc.12.2.184
   Web of Science ®Google Scholar
• Clifton, R., & Maughan, E. (2000). The future of brands. London: MacMillan Business.
   Google Scholar
• Cooper, L. (1988). Competitive maps: The structure underlying asymmetric cross elasticities. Management Science, 34(6), 707–723. doi:10.1287/mnsc.34.6.707
   Web of Science ®Google Scholar
• Cooper, L., & Nakanishi, M. (1988). Market share analysis: Evaluating competitive marketing effectiveness. Boston, MA: Kluwer Academic Publishers.
   Google Scholar
• Cravens, D., & Piercy, N. (2003). Strategic marketing (7th ed.). New York, NY: McGraw Hill.
   Google Scholar
• Cronbach, L. J. (1987). Statistical tests for moderator variables: Flaws in analyses recently proposed. Psychological Bulletin, 102(3), 414–417. doi:10.1037/0033-2909.102.3.414
   Web of Science ®Google Scholar
• Danaher, P., & Brodie, R. (2000). Understanding the characteristics of price elasticities for frequently purchased packaged goods. Journal of Marketing Management, 16, 917–936. doi:10.1362/026725700784683726
   Google Scholar
• Dekimpe, M., Steenkamp, J. B., Mellens, M., & Abeele, P. (1997). Decline and variability in brand loyalty. International Journal of Research in Marketing, 14, 405–420. doi:10.1016/S0167-8116(97)00020-7
   Web of Science ®Google Scholar
• Djellal, F., & Gallouj, F. (2001). Patterns of innovation organisation in service firms: Postal survey results and theoretical models. Science and Public Policy, 28, 57–67. doi:10.3152/147154301781781688
   Google Scholar
• Ehrenberg, A., & Goodhardt, G. (2002). Double jeopardy revisited, again. Marketing Research, 14(1), 40–42.
   Google Scholar
• Ehrenberg, A., Goodhardt, G., & Barwise, P. (1990). Double jeopardy revisited. Journal of Marketing, 54(3), 82–91. doi:10.2307/1251818
   Web of Science ®Google Scholar
• Erdem, T., & Keane, M. (1996). Decision making under uncertainty: Capturing dynamic brand choice processes in turbulent consumer goods markets. Marketing Science, 15(1), 1–20. doi:10.1287/mksc.15.1.1
   Web of Science ®Google Scholar
• Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157. doi:10.1207/s15327663jcp0702_02
   Google Scholar
• Erdem, T., Swait, J., & Louviere, J. (2002). The impact of brand credibility on consumer price sensitivity. International Journal of Research in Marketing, 19, 1–19. doi:10.1016/S0167-8116(01)00048-9
   Web of Science ®Google Scholar
• Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: A cross-country validation study. Journal of Marketing, 70(1), 34–49. doi:10.1509/jmkg.2006.70.1.34
   Web of Science ®Google Scholar
• Esch, F., Langner, T., Schmitt, B., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98–105. doi:10.1108/10610420610658938
   Google Scholar
• Fader, P., & Schmittlein, D. (1993). Excess behavioral loyalty for high-share brands: Deviations from the Dirichlet model for repeat purchasing. Journal of Marketing Research, 30(4), 478–493. doi:10.2307/3172692
   Web of Science ®Google Scholar
• Farquhar, P. (1989). Managing brand equity. Marketing Research, 1, 24–33.
   Google Scholar
• François, P., & MacLachlan, D. (1995). Ecological validation of alternative customer-based brand strength measures. International Journal of Research in Marketing, 12, 321–332. doi:10.1016/0167-8116(94)00022-4
   Google Scholar
• Gatignon, H., Anderson, E., & Helsen, K. (1989). Competitive reactions to market entry: Explaining interfirm differences. Journal of Marketing Research, 26(1), 44–55. doi:10.2307/3172668
   Web of Science ®Google Scholar
• Ghosh, A., Neslin, S., & Shoemaker, W. (1983). Are there associations between price elasticity and brand characteristics? In P. E. Murphy, O. C. Ferrell, & G. R. Laczniak (Eds.), Educators’ Conference Proceedings (pp. 226–230). Chicago, IL: American Marketing Association.
   Google Scholar
• Gounaris, S., & Stathakopoulos, V. (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of Brand Management, 11(4), 283–306. doi:10.1057/palgrave.bm.2540174
   Google Scholar
• Größler, A., Löpsinger, T., Stotz, M., & Wörner, H. (2008). Analyzing price and product strategies with a comprehensive system dynamics model -a case study from the capital goods industry. Journal of Business Research, 61, 1136–1142. doi:10.1016/j.jbusres.2007.11.006
   Web of Science ®Google Scholar
• Ha, H.-Y. (2006). An exploratory study and consumers’ perceptions of e-reverse bundling price in online retailing. Journal of Strategic Marketing, 14(3), 211–228. doi:10.1080/09652540600825456
   Google Scholar
• Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Upper Saddle River, NJ: Prentice Hall.
   Google Scholar
• Han, S., Gupta, S., & Lehmann, D. (2001). Consumer price sensitivity and price thresholds. Journal of Retailing, 77, 435–456. doi:10.1016/S0022-4359(01)000574
   Web of Science ®Google Scholar
• Hoch, S. (1996). How should national brands think about private labels? Sloan Management Review, 37(2), 89–102.
   Google Scholar
• Hoffman, D., Turley, L., & Kelley, S. (2002). Pricing retail services. Journal of Business Research, 55, 1015–1023. doi:10.1016/S0148-2963(00)00227-7
   Web of Science ®Google Scholar
• Hoyer, W. (1984). An examination of consumer decision making for a common repeat-purchase product. Journal of Consumer Research, 11(3), 822–829. doi:10.1086/209017
   Web of Science ®Google Scholar
• Jaccard, J., Turrisi, R., & Wan, C. (1990). Interaction effects in multiple regression. Newbury Park, CA: Sage Publications.
   Google Scholar
• Kadiyali, V., Sudhir, K., & Rao, V. (2001). Structural analysis of competitive behavior: New empirical industrial organization methods in marketing. International Journal of Research in Marketing, 18, 161–186. doi:10.1016/S0167-8116(01)00031-3
   Web of Science ®Google Scholar
• Kamakura, W., & Russell, G. (1989). A probabilistic choice model for market segmentation and elasticity structure. Journal of Marketing Research, 26(4), 379–390. doi:10.2307/3172759
   Web of Science ®Google Scholar
• Keller, K. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. doi:10.2307/1252054
   Web of Science ®Google Scholar
• Kennedy, P. (1992). A guide to econometrics. Oxford: Blackwell.
   Google Scholar
• Leeflang, P., Wittink, D., Wedel, M., & Naert, P. (2000). Building models for marketing decisions. London: Kluwer Academic Publishers.
   Google Scholar
• Liu, Y., & Yang, R. (2009). Competing loyalty programs: Impact of market saturation, market share, and category expandability. Journal of Marketing, 73(1), 93–108. doi:10.1509/jmkg.73.1.93
   Web of Science ®Google Scholar
• Louviere, J. J., Hensher, A. D., & Swait, D. J. (2000). Stated choice methods. New York, NY: Cambridge University Press.
   Google Scholar
• McNaughton, L. (2003). Sales and marketing insights. The value of the corporate brand. Chemical Market Reporter, 263(6), 13–15.
   Google Scholar
• Mela, C., Gupta, S., & Jedidi, K. (1998). Assessing long-term promotional influences on market structure. International Journal of Research in Marketing, 15, 89–107. doi:10.1016/S0167-8116(97)00041-4
   Web of Science ®Google Scholar
• Melewar, T., & Sambrook, L. (2004). The importance of brand power: A review of the European car market. European Business Journal, 16(4), 167–177.
   Google Scholar
• Mittal, V., & Kamakura, W. (2001). Satisfaction, repurchase intent and repurchase behaviour: Investigating the moderating effect of customer characteristics. Journal of Marketing Research, 38(February), 131–142. doi:10.1509/jmkr.38.1.131.18832
   Web of Science ®Google Scholar
• Montgomery, C., & Wernerfelt, B. (1992). Risk reduction and umbrella branding. The Journal of Business, 65(1), 31–51. doi:10.1086/296556
   Web of Science ®Google Scholar
• Moorthy, K. (1988). Product and price competition in a duopoly. Marketing Science, 7, 141–168. doi:10.1287/mksc.7.2.141
   Web of Science ®Google Scholar
• Nagle, T., & Holden, R. (1995). The strategy and tactics of pricing. Englewood Cliffs, NJ: Prentice Hall.
   Google Scholar
• Neslin, S., Henderson, C., & Quelch, J. (1985). Consumer promotions and the acceleration of product purchases. Marketing Science, 4(2), 147–165. doi:10.1287/mksc.4.2.147
   Google Scholar
• Nunn, D., & Sarvary, M. (2004). Pricing practices and firms’ market power in international cellular markets, an empirical study. International Journal of Research in Marketing, 21, 377–395. doi:10.1016/j.ijresmar.2004.09.001
   Web of Science ®Google Scholar
• Ohmae, K. (1982). The mind of the strategist. New York, NY: McGraw-Hill.
   Google Scholar
• Olson, E., & Thjomoe, H. (2003). The effects of peripheral exposure to information on brand preference. European Journal of Marketing, 37(1–2), 243–255. doi:10.1108/03090560310453280
   Google Scholar
• Özsomer, A., & Altaras, S. (2008). Global brand purchase likelihood: A critical synthesis and an integrated conceptual framework. Journal of International Marketing, 16(4), 1–28. doi:10.1509/jimk.16.4.1
   Web of Science ®Google Scholar
• Parameswaran, M. (2006). Building brand value – five steps to building powerful brands. New Delhi: McGrawHill.
   Google Scholar
• Parsons, L., & Schultz, R. (1976). Marketing models and econometric research. New York, NY: North Holland.
   Google Scholar
• Podnar, K., Molj, B., & Golob, U. (2007). How reference pricing for pharmaceuticals can increase generic share of market: The Slovenian experience. Journal of Public Policy & Marketing, 26(1), 89–101. doi:10.1509/jppm.26.1.89
   Web of Science ®Google Scholar
• Porter, M. (1980). Competitive strategy. New York, NY: Free Press.
   Google Scholar
• Putsis, W., & Dhar, R. (1998). The many faces of competition. Marketing Letters, 9(3), 269–284. doi:10.1023/A:1008072222645
   Google Scholar
• Raggio, R., & Leone, R. (2007). The theoretical separation of brand equity and brand value: Managerial implications for strategic planning. Journal of Brand Management, 14, 380–395. doi:10.1057/palgrave.bm.2550078
   Google Scholar
• Rao, V. (1984). Pricing research in marketing: The state of the art. The Journal of Business, 57(S1), S39–71. doi:10.1086/296235
   Google Scholar
• Rogerson, P. A. (2001). Statistical methods for geography. London: Sage.
   Google Scholar
• Russell, G., & Kamakura, W. (1994, May). Understanding brand competition using micro and macro scanner data. Journal of Marketing Research, 31, 289–303. doi:10.2307/3152200
   Web of Science ®Google Scholar
• Sääksjärvi, M., & Samiee, S. (2007). Non-price antecedents of consumer preference for cyber and extension brands. Journal of Interactive Marketing, 21(1), 22–35. doi:10.1002/dir.20072
   Web of Science ®Google Scholar
• Sethuraman, R. (1995). A meta-analysis of national brand and store brand cross-promotional price elasticities. Marketing Letters, 6(4), 275–286. doi:10.1007/BF00996191
   Google Scholar
• Sethuraman, R., Srinivasan, V., & Kim, D. (1999). Asymmetric and neighborhood cross-price effects: Some empirical generalizations. Marketing Science, 18(1), 23–41. doi:10.1287/mksc.18.1.23
   Web of Science ®Google Scholar
• Shankar, V. (1999). New product introduction and incumbent response strategies: Their interrelationship and the role of multimarket contact. Journal of Marketing Research, 36(3), 327–344. doi:10.2307/3152080
   Web of Science ®Google Scholar
• Sharp, B., Riebe, E., Dawes, J., & Danenberg, N. (2002). A marketing economy of scale – big brands lose less of their customer base than small brands. Marketing Bulletin, 13, 1–8.
   Google Scholar
• Shipley, D., & Jobber, D. (2001). Integrative pricing via the pricing wheel. Industrial Marketing Management, 30(3), 301–314. doi:10.1016/S0019-8501(99)00098-X
   Web of Science ®Google Scholar
• Simon, H. (1989). Price management. Amsterdam: North Holland.
   Google Scholar
• Simon, H., & Dolan, R. (1996). Power pricing. How managing price transforms the bottom line. New York, NY: The Free Press.
   Google Scholar
• Sivakumar, K. (1996). Tradeoff between frequency and depth of price promotions: Implications for high- and low-priced brands. Journal of Marketing Theory and Practice, 4(1), 1–8.
   Google Scholar
• Sivakumar, K. (2004). Manifestations and measurement of asymmetric brand competition. Journal of Business Research, 57, 813–820. doi:10.1016/S0148-2963(02)00463-0
   Web of Science ®Google Scholar
• Sivakumar, K., & Raj, S. (1997). Quality tier competition: How price change influences brand choice and category choice. Journal of Marketing, 61(3), 71–84. doi:10.2307/1251790
   Web of Science ®Google Scholar
• Slotegraaf, R., Moorman, C., & Inman, J. (2003). The role of firm resources in returns to market deployment. Journal of Marketing Research, 40(3), 295–309. doi:10.1509/jmkr.40.3.295.19235
   Web of Science ®Google Scholar
• Slotegraaf, R., & Pauwels, K. (2008). The impact of brand equity and innovation on the long-term effectiveness of promotions. Journal of Marketing Research, 45(3), 293–306. doi:10.1509/jmkr.45.3.293
   Web of Science ®Google Scholar
• Srinivasan, S., Popkowski, P., & Bass, F. (2000). Market share response and competitive interaction: The impact of temporary, evolving and structural changes in prices. International Journal of Research in Marketing, 17, 281–305. doi:10.1016/S0167-8116(00)00023-9
   Web of Science ®Google Scholar
• Sriram, S., Chintagunta, P., & Neelamegham, R. (2006). Effects of brand preference, product attributes and marketing mix variables in technology product markets. Marketing Science, 25(5), 440–456. doi:10.1287/mksc.1050.0188
   Web of Science ®Google Scholar
• Varki, S., & Colgate, M. (2001). The role of price perceptions in an integrated model of behavioral intentions. Journal of Service Research, 3(3), 232–240. doi:10.1177/109467050133004
   Google Scholar
• Walters, R., & Bommer, W. (1996). Measuring the impact of product and promotion-related factors on product category price elasticities. Journal of Business Research, 36(3), 203–216. doi:10.1016/0148-2963(95)00149-2
   Web of Science ®Google Scholar
• Walters, R., & MacKenzie, S. (1988). A structural equations analysis of the impact of price promotions on store performance. Journal of Marketing Research, 25(1), 51–63. doi:10.2307/3172924
   Web of Science ®Google Scholar
• Weisman, D. (2007). Market power measurement for multimarket dominant firms. The Antitrust Bulletin, 52(2), 169–178. doi:10.1177/0003603X0705200202
   Google Scholar
• Wernerfelt, B. (1991). Brand loyalty and market equilibrium. Marketing Science, 10, 229–245. doi:10.1287/mksc.10.3.229
   Web of Science ®Google Scholar
• Wood, L. (1999). Market power and its measurement. European Journal of Marketing, 33(5/6), 612–633. doi:10.1108/03090569910262224
   Google Scholar
• Woodside, A., & Walser, M. (2007). Building strong brands in retailing. Journal of Business Research, 60, 1–10. doi:10.1016/j.jbusres.2006.09.009
   Web of Science ®Google Scholar
• Woodside, A., & Wilson, E. (1994). Diagnosing customer comparisons of competitors’ marketing mix strategies. Journal of Business Research, 31(2–3), 133–144. doi:10.1016/0148-2963(94)90077-9
   Web of Science ®Google Scholar
• Wyner, G. (2005). Is the price really right? Effective pricing is far more than an economic problem. Marketing Management, 14(3), 8–9.
   Google Scholar