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dc.contributor.authorHeerde, H. J. van
dc.contributor.authorGijsbrechts, E.
dc.contributor.authorPauwels, Koen Hendrik
dc.date.accessioned2015-12-04T08:10:10Z
dc.date.available2015-12-04T08:10:10Z
dc.date.issued2015-10
dc.identifier.issn0022-2437
dc.identifier.urihttp://hdl.handle.net/10679/1247
dc.identifier.urihttp://journals.ama.org/doi/abs/10.1509/jmr.13.0260
dc.descriptionDue to copyright restrictions, the access to the full text of this article is only available via subscription.
dc.description.abstractThis article explores how media coverage of a price war affects customer, retailer, and investor reactions over time. Using data covering a Dutch supermarket price war (2003–2005), the authors find that price reductions, especially deep reductions, trigger media coverage of the price conflict. This sets off a chain of reactions. Press messages have a significant effect on market share and abnormal stock returns, beyond retailers' own price and advertising. Importantly, this study uncovers striking asymmetries regarding the kind of coverage to which stakeholders react: whereas consumers only respond to the tone of price-related press coverage, retailers and investors only react to its quantity. Next, media coverage feeds back into the retailers' pricing actions: more media coverage triggers new price cuts in addition to those dictated by competitive reactions. As such, media coverage triggers a deeper spiral of price cuts, intensifying the competitive price battle. However, as the price war progresses, media coverage becomes less frequent and less favorable, which decelerates the downward price spiral.en_US
dc.language.isoengen_US
dc.publisherAmerican Marketing Associationen_US
dc.relation.ispartofJournal of Marketing Research
dc.rightsrestrictedAccess
dc.titleFanning the flames? How media coverage of a price war affects retailers, consumers, and investorsen_US
dc.typeArticleen_US
dc.peerreviewedyesen_US
dc.publicationstatuspublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID141722
dc.contributor.ozuauthorPauwels, Koen Hendrik
dc.identifier.volume52
dc.identifier.issue5
dc.identifier.startpage674
dc.identifier.endpage693
dc.identifier.wosWOS:000368255900008
dc.identifier.doi10.1509/jmr.13.0260
dc.subject.keywordsMedia coverageen_US
dc.subject.keywordsPrice waren_US
dc.subject.keywordsRetailingen_US
dc.subject.keywordsHierarchical Bayesen_US
dc.subject.keywordsTime series econometricsen_US
dc.identifier.scopusSCOPUS:2-s2.0-84945133914
dc.contributor.authorMale1


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