Raju, Jagmohan S.; Srinivasan, V.; Lal, Rajiv - In: Management Science 36 (1990) 3, pp. 276-304
This paper analyzes the role played by brand loyalty in determining optimal price promotional strategies used by firms in a competitive setting. (Loyalty is operationalized as the minimum price differential needed before consumers who prefer one brand switch to another brand.) Our objective is...