Do online discounts and free gifts damage brand image of service? : the moderating role of promotion-proneness
E. Crespo-Almendros, S. Del Barrio-García
| Year of publication: |
March 2016
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|---|---|
| Authors: | Crespo-Almendros, E. ; Barrio-García, Salvador del |
| Published in: |
Service business. - Berlin : Springer, ISSN 1862-8508, ZDB-ID 2279938-2. - Vol. 10.2016, 1, p. 31-58
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| Subject: | Brand image | Promotion-proneness | Online sales promotion | Online price discount | Online free gift | Markenimage | Konsumentenverhalten | Consumer behaviour | Verkaufsförderung | Sales promotion | Online-Handel | Online retailing | Social Web | Social web | Online-Marketing | Internet marketing | Rabatt | Rebate |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11628-014-0255-9 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011722145