Impact of product differentiation, marketing investments and brand equity on pricing strategies
Abstract
Purpose – This paper aims to show the effect of brand equity, marketing investment and product differentiation on price in small and medium enterprises (SMEs), multinational companies (MNCs) and retailers (private labels). Academics have been researching brand equity, return on investment and effects of product differentiation for many years, but there has been little work that has taken a holistic view. Design/methodology/approach – The author...
Paper Details
Title
Impact of product differentiation, marketing investments and brand equity on pricing strategies
Published Date
May 19, 2015
Volume
49
Issue
5
Pages
760 - 781
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