Explaining and predicting competitive reaction : a marketing signaling approach / Oliver P. Heil.

Format:

Book

Manuscript

Microformat

Thesis/Dissertation

Author/Creator:

Heil, Oliver P.

Contributor:

Robertson, Thomas S., advisor.

University of Pennsylvania.

Language:

English

Subjects (All):

Penn dissertations--Marketing.

Marketing--Penn dissertations.

Local Subjects:

Penn dissertations--Marketing.

Marketing--Penn dissertations.

Physical Description:

ix, 270 leaves : illustrations ; 29 cm

Production:

1988.

Summary:

A framework of marketing signaling is developed and empirically tested. The framework of marketing signaling is designed to predict competitive reactions. To predict competitive reactions, several marketing signaling constructs are developed, such as the perceived signal commitment, the perceived signal consequences, and the perceived signal aggressiveness. To empirically test the framework, data was collected using a mail survey. The method of the data analysis involved factor analysis, reliability analysis and multivariate regression. The results support the notion of marketing signals. Overall, one can conclude that marketing signals can be helpful in the prediction of competitive reactions.

Notes:

Supervisor: Thomas S. Robertson.

Thesis (Ph.D. in Marketing)--Graduate School of Arts and Sciences, University of Pennsylvania, 1988.

Includes bibliography.

Local Notes:

University Microfilms order no.: 89-08340.

OCLC:

67189296