How do different brand equity measures affect long-term promotional effectiveness?
Year of publication: |
2022
|
---|---|
Authors: | Shi, Yuying |
Published in: |
Review of marketing science. - Berlin : De Gruyter, ISSN 1546-5616, ZDB-ID 2130373-3. - Vol. 20.2022, 1, p. 175-205
|
Subject: | aggregate demand model | brand equity | choice model | long-term promotional effectiveness | persistence model |
-
Is the simple price premium that simple?
Shi, Yuying, (2018)
-
—: A Multicategory Brand Equity Model and Its Application at Allstate
Shankar, Venkatesh, (2008)
-
Wind speed and energy forecasting at different time scales: A nonparametric approach
D’Amico, Guglielmo, (2014)
- More ...
-
Is the simple price premium that simple?
Shi, Yuying, (2018)
-
Bradford, Kevin Duane, (2019)
-
The impact of retail format diversification on retailers’ financial performance
Shi, Yuying, (2018)
- More ...