Cui, Nan; Xiao, Yu; Hu, Yujiao; Xu, Lan; Hu, Yi - In: Journal of Contemporary Marketing Science 4 (2021) 2, pp. 185-204
Purpose: The aim of this research is to quantitatively synthesize empirical findings of the effect of discount level on consumer response to the coupon. Design/methodology/approach: The authors used the meta-analysis method to synthesize coupons' discount level effects on consumer response....