English, Article, Journal or magazine article edition: Dynamic cross-sales effects of price promotions: Empirical generalizations B. VINDEVOGEL; D. VAN DEN POEL; G. WETS

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Bookmark: http://trove.nla.gov.au/version/15442
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • Dynamic cross-sales effects of price promotions: Empirical generalizations
Author
  • B. VINDEVOGEL
  • D. VAN DEN POEL
  • G. WETS
Physical Description
  • preprint
Notes
  • In this research we use the framework of market-basket analysis and techniques from modern multivariate time-series analysis to measure and explain the dynamic impact of a price promotion on the sales of a complementary product. The large scale of this research enables us to derive empirical generalizations. We contribute to the literature in drawing the following conclusions: Firstly, we illustrate that using an intense promotion strategy, characterized by deeper and more frequent price promotions, has a negative impact on the cross-price effect. Secondly, we show that using the same brand name (umbrella branding) for two complements has a beneficial influence on the cross-price effect. Finally, we show that price levels of the products are important moderators in explaining persistent cross-price effects.
  • Empirical generalizations; market-basket analysis; cross-price elasticities; promotion strategy; multivariate time-series techniques; retailing.
  • RePEc:rug:rugwps:04/​276
Language
  • English
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