Martínez‐Ruiz, M.P.; Mollá‐Descals, A.; … - In: Journal of Product & Brand Management 15 (2006) 1, pp. 73-80
Purpose – To analyze the impact of temporary retail price discount on a consumer goods product category using semiparametric regression and considering different promotional price discount characteristics as well as brand characteristics. Design/methodology/approach – A semiparametric...