Brand competition in CPG industries: Sustaining large local advantages with little product differentiation
نویسندگان
چکیده
منابع مشابه
Brand Competition in CPG Industries: Sustaining Large Local Advantages with Little Product Differentiation
In direct competition between national brands of consumer packaged goods (CPG), one brand often has a large local share advantage over the other despite that the products are similar. I present an explanation for these large and persistent advantages in the context of local competition on perceived quality or brand image. The main result of the analysis is a relation between varying degrees of ...
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ژورنال
عنوان ژورنال: Quantitative Marketing and Economics
سال: 2007
ISSN: 1570-7156,1573-711X
DOI: 10.1007/s11129-007-9034-4