Alvarez Alvarez, Begoña; Vázquez Casielles, Rodolfo - In: European Journal of Marketing 39 (2005) 1/2, pp. 54-70
Purpose – This study evidences the influence that sales promotion has on brand choice behaviour. Establishments wish to …, reference price, losses and gains, and the different types or techniques of sales promotion. With the aim of obtaining the …. Promotion is a tool that can help manufacturers and/or retailers in the achievement of their objectives (try the brand, help to …