Brand-related and situational influences on demand elasticity.
(2013)
Journal Article
Foxall, G., Yan, J., Oliveira-Castro, J., & Wells, V. (2013). Brand-related and situational influences on demand elasticity. Journal of Business Research, 66(1), 73-81. https://doi.org/10.1016/j.jbusres.2011.07.025
The marketing literature generally supports the view that price elasticity varies from product/brand to product/brand, influential work by Ehrenberg and England (1990) suggests that elasticities show little variation even when prices themselves are c... Read More about Brand-related and situational influences on demand elasticity..