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Are your consumers variety seekers? : the moderating impact on the effectiveness of free gift promotions vs. price discounts

Oliver Roll and Elenia Pfeiffer
Year of publication:
September 2017
Authors: Roll, Oliver ; Pfeiffer, Elenia
Published in:
The international review of retail, distribution and consumer research. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0959-3969, ZDB-ID 1098588-8. - Vol. 27.2017, 4, p. 352-368
Subject: Monetary promotions | nonmonetary promotions | variety seeking | price discount | free gift | Verkaufsförderung | Sales promotion | Konsumentenverhalten | Consumer behaviour | Rabatt | Rebate | Niedrigpreisstrategie | Low-cost strategy | Preismanagement | Pricing strategy
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