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This research
hypothesizes and tests the following propositions: (1)
competitive performance of a brand varies across retails
chains, driven by differences in retailers' promotion
decisions for the brand, and (2) type, timing, frequency,
and magnitude of retail promotions affects brands'
competitive performance. Further, we illustrate the presence
of asymmetry in brand competition and test the expectation
that differences in market shares and price levels are major
factors contributing to competitive asymmetry. A model of
brand competition is formulated at the retail level. The
results indicate that the competitive performances of brands
are not uniform across pairs of brands and the retails
chains in a market.
Journal of Business Research, Vol. 40, Pg. 1-13 (Year 1997)
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