Exportar Publicação

A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Davcik, N. & Sharma, P. (2015). Impact of product differentiation, marketing Investments and brand equity on pricing strategies: a brand level investigation. European Journal of Marketing. 49 (5-6), 760-781
Exportar Referência (IEEE) 
N. Davcik and P. Sharma,  "Impact of product differentiation, marketing Investments and brand equity on pricing strategies: a brand level investigation", in European Journal of Marketing, vol. 49, no. 5-6, pp. 760-781, 2015
Exportar BibTeX 
@article{davcik2015_1732207460089,
	author = "Davcik, N. and Sharma, P.",
	title = "Impact of product differentiation, marketing Investments and brand equity on pricing strategies: a brand level investigation",
	journal = "European Journal of Marketing",
	year = "2015",
	volume = "49",
	number = "5-6",
	doi = "10.1108/EJM-03-2014-0150",
	pages = "760-781",
	url = "http://www.emeraldinsight.com/loi/ejm"
}
Exportar RIS 
TY  - JOUR
TI  - Impact of product differentiation, marketing Investments and brand equity on pricing strategies: a brand level investigation
T2  - European Journal of Marketing
VL  - 49
IS  - 5-6
AU  - Davcik, N.
AU  - Sharma, P.
PY  - 2015
SP  - 760-781
SN  - 0309-0566
DO  - 10.1108/EJM-03-2014-0150
UR  - http://www.emeraldinsight.com/loi/ejm
AB  - Prior research explores the individual impact of brand equity and new product development on firms’ marketing performance but there is little work that takes a holistic view of their combined influence. This paper uses an aggregate data set for 735 fast moving consumer goods (FMCG) brands from Nielsen to explore the combined influence of brand equity, marketing investment and product differentiation on differences in pricing among small and medium enterprises (SME), multinational companies (MNC) and retailers (private labels). Using a cluster analysis, it is shown that premium price is positively associated with innovation and company type. Managerial implications of the findings are discussed along with future research directions.
ER  -