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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Factors Moderating Asymmetric Inter-Tier Competition: A Conceptual Examination using Price-Quality Tradeoff Framework
verfasst von : K. Sivakumar
Erschienen in: Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
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Much existing research has demonstrated the superiority of high-tier brands over low-tier brands in benefitting from price competition between the two tiers. This research expands our knowledge by examining the role of factors moderating this asymmetry in inter-tier competition. Using the conceptualization of price-quality tradeoffs from existing research, we derive several research propositions that explicate how these moderating factors define the boundary conditions of inter-brand competition. Theoretical contributions, managerial implications, and future research directions emanating from our research are highlighted.