Quality Tier Competition: How Price Change Influences Brand Choice and Category Choice
研究发现不同质量层级的品牌在价格变化时竞争不对称，降价时高质量品牌在品牌选择和品类选择上获益更多，涨价时高质量品牌损失更小，对制定价格促销策略有参考价值。
The authors demonstrate that competition among brands in different quality tiers can be asymmetric both in brand choice (“what”) and in category choice (“whether”). They also investigate how competition among quality tiers is affected by the direction of price changes (increase or decrease). Empirical findings from four scanner panel data sets consistently show that with price reduction, high-quality brands gain more than do low-quality brands both in “what” and “whether” decisions. Furthermore, high-quality brands are less vulnerable to losses when prices are increased. The authors conclude with implications for understanding quality tier competition and developing price promotional strategies.