Article | Management Science | March 1990

The Effects of Brand Loyalty on Competitive Price Promotional Strategies

by R. Lal, J. S. Raju and V. Srinivasan

Keywords: Brands and Branding; Competition; Strategy; Price;

Citation:

Lal, R., J. S. Raju, and V. Srinivasan. "The Effects of Brand Loyalty on Competitive Price Promotional Strategies." Management Science 36, no. 3 (March 1990). (Nominated for John D. C. Little Award Given annually to the best marketing paper published in Marketing Science or Management Science presented by INFORMS Society for Marketing Science.)