Department of Decision Sciences
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Browsing Department of Decision Sciences by Subject "brand loyalty"
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Item Competitive product positioning and pricing under brand loyalty(2016) Enstroem, Rickard; Ghosh, SubhadipWe analyze the pure strategy equilibrium in prices and the corresponding equilibrium product differentiation in a two-stage linear spatial competition duopoly model with quadratic transportation costs. Both firms have segments of brand loyal and non-brand loyal consumer segments, with the two firms primarily competing on the brand switching segment. A comparative statics analysis is undertaken, looking at the impact of a change in size, presence, and asymmetry of the brand loyal segments.