Sabri, Ouidade; Mimouni, Aîda; Parguel, Béatrice - Université Paris-Dauphine (Paris IX) - 2008
Promoting direct competing brands in the same page of a retailer store flyer has become a current managerial practice. This study questions the relevance of this practice by examining its negative effect on brand and promotion recall. It postulates the existence of an interference effect,...