Advertising, incentives, and the upsell : how advertising differentially moderates customer- vs. retailer-directed price incentives' impact on consumers’ preferences for premium products
Year of publication: |
2021
|
---|---|
Authors: | Miller, Chadwick J. ; Brannon, Daniel C. ; Salas, Jim ; Troncoza, Martha |
Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 49.2021, 6, p. 1043-1064
|
Subject: | Incentives | Retailer | Customer | Advertising | Premium purchase | Konsumentenverhalten | Consumer behaviour | Werbung | Anreiz | Einzelhandel | Retail trade | Preismanagement | Pricing strategy | Produktdifferenzierung | Product differentiation | Werbewirkung | Advertising effects |
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