Skip to main content

The impact of brand selection on price competition - a double-edged sword

Buy Article:

$53.17 plus tax (Refund Policy)


Brand selection - the number of alternative brands of a particular product - is a double-edged sword in that on the one hand it increases rivalry and so stimulates price competition but on the other hand it causes consumers to be poorly informed and thus vulnerable to exploitation and so dampens price competition. This phenomenon is demonstrated analytically and empirically, with analytical work based on Hotelling's unit market line. Using price dispersion as a measure of the state of price competition, it is shown that a widening in price dispersion, that is, a lessening of price competition, arises from an increase in brand selection. Any increase in the number of alternative brands on offer (brand selection) causes an increase in 'DIF-ness' (Distortion in Information Function) which in turn causes an increase in price dispersion (a lessening of price competition). The phenomenon is demonstrated empirically through a small survey of household beverages.

Document Type: Research Article


Publication date: April 15, 2000

More about this publication?

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
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