| 来源类型 | Discussion paper |
| 规范类型 | 论文 |
| 来源ID | DP16947 |
| DP16947 Loss Leading as a Threat to Brands | |
| Roman Inderst; Martin Obradovits | |
| 发表日期 | 2022-01-22 |
| 出版年 | 2022 |
| 语种 | 英语 |
| 摘要 | Manufacturers frequently resist heavy discounting of their products by retailers, especially when they are used as so-called loss leaders. Since low prices should increase demand and manufacturers could simply refuse to fund deep price promotions, such resistance is puzzling at first sight. We explain this phenomenon in a model in which price promotions cause shoppers to potentially reassess the relative importance of quality and price, as they evaluate these attributes relative to a market-wide reference point. With deep discounting, quality can become relatively less important, eroding brand value and the bargaining position of brand manufacturers. This reduces their profits and potentially even leads to a delisting of their products. Linking price promotions to increased one-stop shopping and more intense retail competition, our theory also contributes to the explanation of the rise of store brands. |
| 主题 | Industrial Organization ; Organizational Economics |
| 关键词 | Loss leading Relative thinking Reference-depending preferences Product positioning Vertical differentiation Price competition Price promotion |
| URL | https://cepr.org/publications/dp16947 |
| 来源智库 | Centre for Economic Policy Research (United Kingdom) |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/545886 |
| 推荐引用方式 GB/T 7714 | Roman Inderst,Martin Obradovits. DP16947 Loss Leading as a Threat to Brands. 2022. |
| 条目包含的文件 | 条目无相关文件。 | |||||
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