Changing consumers' minds at the point of sale : price discounts vs. in-store advertising
Year of publication: |
2020
|
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Authors: | Johnen, Marius ; Schnittka, Oliver |
Published in: |
Marketing letters : a journal of research in marketing. - New York, NY : Springer Science + Business Media B.V, ISSN 1573-059X, ZDB-ID 1478939-5. - Vol. 31.2020, 1, p. 49-71
|
Subject: | Point-of-sale promotions | Brand change | Brand relevance in category | Decision difficulty | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Verkaufsförderung | Sales promotion | Ladengeschäft | Retail outlet | Werbewirkung | Advertising effects | Werbung | Advertising | Preismanagement | Pricing strategy |
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