Promotional games increase consumer conversion rates and spending
Stefan J. Hock, Rajesh Bagchi, Thomas M. Anderson
| Year of publication: |
2020
|
|---|---|
| Authors: | Hock, Stefan J. ; Bagchi, Rajesh ; Anderson, Thomas M. |
| Published in: |
Journal of consumer research : JCR ; an interdisciplinary journal. - Oxford : Oxford Univ. Press, ISSN 1537-5277, ZDB-ID 2063374-9. - Vol. 47.2020, 1, p. 79-99
|
| Subject: | luck | promotional game | discount | promotion | conversion rate | brand equity | Verkaufsförderung | Sales promotion | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Spieltheorie | Game theory | Computerspiel | Video game | Experiment | Markenführung | Brand management |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1093/jcr/ucz043 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012234352