Brand the Pricing: Critical Critique

Alam Kazmi, Syed Hasnain (2015): Brand the Pricing: Critical Critique. Published in: International Journal of Marketing Studies , Vol. 7, No. 3 (1 June 2015): pp. 125-128.

Abstract

Brand pricing decision models and established theories in the marketing and econometrics focus typically on assuming the symmetric competing businesses. The empirical generalities are key for strategic marketplace planning. The significance of pricing to customer store and brand choices are always regarded as a widely known truth among marketing scholars and explains consumer’s role responding to their psychological representations of price rather than price itself. Scholars have highlighted simple but earlier unrecognized marketing practices that managers can employ to cultivate the positioning of their prices. Many theoretical researches in promotions have focused its aspects on developing powerful pricing strategies and its impact on consumer decisions, which is might because much of the literature has focused on building and evaluating price promotion strategies. This review experiential will enlighten us on advancements that will also lead us for optimistic cross-brand category level, cross-cultural level and cross-national level influences in pricing strategies.

• Item Type: MPRA Paper
• Language: English
• Keywords: psychological, promotion, theory, consumer, brand, sales promotion
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business Administration; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

References

Assuncao, J. L., & Meyer, R. J. (1993). The rational effect of price promotions on sales and consumption. Management Science, 39(5), 517-535.

Barone, M. J., Manning, K. C., & Miniard, P. W. (2004). Consumer Response to Partial Price Comparisons. Journal of Marketing, 68(July), 37-47. http://dx.doi.org/10.1509/jmkg.68.3.37.34769

Bearden, W. O., Lichtenstein, D. R., & Teel, J. E. (1984). Comparison Price, Coupon and Brand Effects on Consumer Reactions to Retail Newspaper Advertisements. Journal of Retailing, 60(2), 11-35.

Biswas, A., Bhowmick, S., Guha, A., & Grewal, D. (2013). Consumer Evaluations of Sale Prices: Role of the Subtraction Principle. Journal of Marketing, 77(July), 49-66. http://dx.doi.org/10.1509/jm.12.0052

Buil, I., Martínez, E., & Chernatony, L. (2013a). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122. http://dx.doi.org/10.1016/j.jbusres.2011.07.030

Buil, I., Martínez, E., & Chernatony, L. (2013b). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), 62-74. http://dx.doi.org/10.1108/07363761311290849

Chen, A., Marmorstein, H., Tsiros, M., & Rao, A. R. (2012). When More Is Less: The Impact of Base Value Neglect on Consumer Preferences for Bonus Packs over Price Discounts. Journal of Marketing, 76(July), 64-77. http://dx.doi.org/10.1509/jm.10.0443

Dodson, J. A., Tybout, A. M., & Sternthal, B. (1978). Impact of Deals and Deal Retraction on Brand Switching. Journal of Marketing Research, 15, 72-81. Donald Lichtenstein. (2014). Retrieved from https://www.ama.org/publications/E-publications/Pages/ama-journal-reader-june-14-pricing.aspx

Gordon Wyner. (2014). Retrieved from http://publications.ama.org/MI_magazine/MI-nov-dec-14/index.html

Gordon Wyner. (2015). Retrieved from https://www.ama.org/publications/MarketingNews/Pages/pricing-brand-strategy.aspx

Hamilton, R., & Chernev, A. (2013). Low Prices Are Just the Beginning: Price Image in Retail Management. Journal of Marketing, 77(November), 1-20. http://dx.doi.org/10.1509/jm.08.0204

Jain, D. C., & Vilcassim, N. J. (1991). Investigating household purchase timing decisions: A conditional hazard function approach. Marketing Science, 1-23. http://dx.doi.org/10.1287/mksc.10.1.1

Kahn, B. E., & Raju, J. S. (1991). Effects of price promotions on variety-seeking and reinforcement behavior. Marketing Science, 10(Fall), 316-337. http://dx.doi.org/10.1287/mksc.10.4.316

Kalwani, M. U., & Yim, C. H. (1992). Consumer Price and Promotion Expectations. Journal of Marketing Research, 29(1), 90-100.

Lal, R. (1990a). Price promotions: Limiting competitive encroachment. Marketing Science, 9, 247-262.http://dx.doi.org/10.1287/mksc.9.3.247

Lattin, M. J., & Bucklin, R. E. (1989). Reference Effects of Price and Promotion on Brand Choice Behaviour. Journal of Marketing Research, 26, 299-310.

Miniard, P. W., Mohammed, S. M., Barone, M. J., & Alvarez, C. M. O. (2013). Retailers’ Use of Partially Comparative Pricing: From Across-Category to Within-Category Effects. Journal of Marketing, 77(July),33-48. http://dx.doi.org/10.1509/jm.10.0534

Rao, R. C. (1991). Pricing and promotions in asymmetric duopolies. Marketing Science IO, 131-144. http://dx.doi.org/10.1287/mksc.10.2.131