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The effect of free product premiums on attitudes and buying intention for durable goods: moderating effects of value and product premium fit in the dual mediation model
Helm, Roland; Mark, Antje; Bley, Sabine - In: European retail research 23 (2009) 1, pp. 21-45
Persistent link: https://www.econbiz.de/10003832148
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Product launch and increase in sales through free product-premiums : moderating effects of value and product-premium fit in the dual mediation model
Helm, Roland; Mark, Antje; Bley, Sabine - 2007
Persistent link: https://www.econbiz.de/10003479987
Cover Image
The effect of free product premiums on attitudes and buying intention for durable goods: moderating effects of value and product premium fit in the dual mediation model
Helm, Roland; Mark, Antje; Bley, Sabine - In: European retail research 23 (2009) 1, pp. 21-45
Persistent link: https://www.econbiz.de/10009924830
Cover Image
Product Launch and Increase in Sales through Free Product-Premiums - Moderating Effects of Value and Product-Premium Fit in the Dual Mediation Model
Helm, Roland; Mark, Antje; Bley, Sabine - Wirtschaftswissenschaftliche Fakultät, … - 2007
The present study develops and tests based on the objectives of the dual-mediation-model an effectiveness model for free premiums. The proposed model is tested using different types of free premiums' characteristics (value, product-premium fit) as well as characteristics of consumers (smart-...
Persistent link: https://www.econbiz.de/10005739708
Cover Image
Product launch and increase in sales through free product-premiums : moderating effects of value and product-premium fit in the dual mediation model
Helm, Roland; Mark, Antje; Bley, Sabine - 2007
Persistent link: https://www.econbiz.de/10004886991