Most sales promotion analysis, either at the external-to-the-store or in-store level, has been conducted based on what marketers have done and how consumers have responded in specific retail situations and for specific promotional techniques. Most studies, therefore are reported as,...

Purpose Although “engagement” is receiving increasing attention in the marketing literature, the characteristics and dynamics characterizing this concept in specific contextual conditions, including consumers’ selection of particular music and ensuing music-related behaviors, remain...

Purpose – This paper aims to investigate whether or not ongoing sales promotion contributed to the declines in “no brand preference” (NBP). Part of an ongoing series investigating the growth of US consumer’s responses of NBP for more than 1,500 frequently purchased consumer product...