Inter-brand competition and intra-brand cannibalization in the automotive industry: Its impact and the moderating role
學年 114
學期 2
出版（發表）日期 2026-06-08
作品名稱 Inter-brand competition and intra-brand cannibalization in the automotive industry: Its impact and the moderating role
作品名稱（其他語言）
著者 Shih-Chuan Lin; Jia-Huey Hsu
單位
出版者
著錄名稱、卷期、頁數 Journal of Brand Management
摘要 This paper aims to empirically study how inter-brand competition and intra-brand cannibalization affect prices and market share in the auto industry, as well as the moderating effect of intra-brand cannibalization. Using a detailed data set from the Taiwanese automotive industry from 2015 to 2023, the findings show that inter-brand competition negatively impacts auto prices and market share, while intra-brand cannibalization positively impacts them. Furthermore, increasing the number of car models for each brand leads to higher auto prices and market share. Additionally, we examine the moderation effect of intra-brand cannibalization. Our findings reveal that the moderating effect of intra-brand cannibalization increases (decreases) the relationship between inter-brand competition (product mix) and auto prices and market share. This research contributes to the existing literature on brand competition and product proliferation management by examining the price and market share effects of inter-brand competition and intra-brand cannibalization and its moderating role.
關鍵字 Automotive industry; cannibalization effect; inter-brand competition; intra-brand cannibalization; product mix; product proliferation
語言 en_US
ISSN
期刊性質 國外
收錄於 SSCI Scopus ABS*
產學合作
通訊作者 Jia-Huey Hsu
審稿制度 是
國別 USA
公開徵稿
出版型式 ,電子版
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/129333 )