Sivakumar, K. - In: Journal of Product & Brand Management 23 (2014) 2, pp. 131-138
Purpose – This research aims to examine the role of national culture dimensions in the nature of tier competition … prospect theory to explain the asymmetric inter-tier competition. It then describes how the national culture dimensions … culture in inter-tier price competition. Findings – The study finds that the extent of asymmetry favouring high-tier brands …