In marketing literature there is actually very poor evidence of how ad liking works to build its impact on memorial response to ad pressure. This study investigates the problem of the existence of carryover effects of ad liking on recall, by modelling the dynamic patterns of recall, ad pressure...

This paper examines whether sales promotions effectiveness depends upon the consumer’s brand loyalty and her buying behaviour and whether consumer’s behavioural characteristics in term of purchase frequency and level affect the response to promotional activities and moderate the effect of...