Skip to main content

Reputation's Effect on Pricing Power: The Importance of Strategy

Buy Article:

$43.00 plus tax (Refund Policy)

Abstract:

The proposition that good corporate reputation is associated with favorable economic outcomes has enjoyed considerable theoretical and empirical support. Such empirical studies generally have tested reputation's impact on economic performance without regard to strategy. This study controls for strategy while using comparison Web site data to examine online retailer reputation's effect upon pricing power. This study finds good reputation positively associated with pricing power only under a focused, differentiation strategy. Thus to benefit from reputation's effect on pricing power, an online retailer first had to pick the right strategy.

Document Type: Research Article

DOI: https://doi.org/10.1057/crr.2009.22

Affiliations: Management, Marketing, and General Business, West Texas A&M University, Canyon, TX, USA

Publication date: 2009-01-01

  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more