Unintended effects of price promotions : forgoing competitors' price promotions strengthens incumbent brand loyalty
Year of publication: |
2023
|
---|---|
Authors: | Pratt, Alexander B. ; Robinson, Stacey G. ; Voorhees, Clay M. ; Wang, Joyce ; Giebelhausen, Michael |
Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 51.2023, 5, p. 1143-1164
|
Subject: | Survey | Brand choice | Consumer-based strategy | Experiments | Loyalty | Sales promotions | Preismanagement | Pricing strategy | Verkaufsförderung | Sales promotion | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty |
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