Purpose – This research aims to examine the role of national culture dimensions in the nature of tier competition between high-tier brands and low-tier brands. Design/methodology/approach – It starts with a conceptual framework based on prospect theory to explain the asymmetric inter-tier...

The nature of competition between different tiers (e.g. high‐tier vs low‐tier brands) has become an important research domain for academic researchers and marketing managers. Although research on inter‐tier competition is growing at an increasing rate, there has not been a comprehensive...

During the last decade, we have witnessed a steady stream of research focusing on the nature of competition between different brand tiers (e.g. high‐priced brands vs low‐priced brands, national brands vs store label brands). Several interesting research findings have been reported in the...

Purpose – This paper aims to offer an alternative explanation for asymmetric quality‐tier competition. Design/methodology/approach – A conceptual framework based on quality‐price tradeoff is used in the study to derive research hypotheses and scanner panel data are used for empirical...

Purpose – This article aims to extend the price‐quality trade‐off framework to derive new results for differential pricing strategies for brands in different brand tiers. The results are demonstrated for different market configurations. Design/methodology/approach – A conceptual...