In fact, the fighting brand concept may not differ substantially from a theory of price
discrimination. Service stations may "fight" with their leaded regular gasoline prices not
because they choose to battle on that turf, but because the buyers of leaded regular gasoline
force them to. Just as the fighting cigarette brands at the turn of the century were aimed at
the least brand-loyal customers, lower brand loyalty among leaded gasoline purchasers may
induce retailers to compete more strongly for their business