Couponing Strategies in Competition Between a National Brand and a Private Label Product

[Display omitted] •We study coupon strategy in competition between brand name and generic products.•We find both horizontal and vertical differentiation affect coupon strategies.•With large HD, brand name products get a large manufacturer coupon.•With large VD, manufacturer coupon are high and retai...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Journal of retailing 2019-03, Vol.95 (1), p.57-66
Hauptverfasser:	Bauner, Christoph, Jaenicke, Edward, Wang, Emily, Wu, Ping-Chao
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand differentiation Coupons Discount coupons Horizontal differentiation House brands Market strategy Pricing Pricing policies Private label products Retail stores Retailing Retailing industry Vertical differentiation
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!