VINDEVOGEL, B.; POEL, D. VAN DEN; WETS, G. - Faculteit Economie en Bedrijfskunde, Universiteit Gent - 2004
frequent price promotions, has a negative impact on the cross-price effect. Secondly, we show that using the same brand name … (umbrella branding) for two complements has a beneficial influence on the cross-price effect. Finally, we show that price levels … of the products are important moderators in explaining persistent cross-price effects. …