Going it alone or together : the role of space between products on consumer perceptions of price promotions
Hyokjin Kwak, Yuli Zhang, Marina Puzakova and Takeshi Moriguchi
| Year of publication: |
2020
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|---|---|
| Authors: | Kwak, Hyokjin ; Zhang, Yuli ; Puzakova, Marina ; Moriguchi, Takeshi |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 39.2020, 7, p. 1086-1114
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| Subject: | multiple (vs. single) unit price promotions | product popularity | product variety | Space between products | Konsumentenverhalten | Consumer behaviour | Produktdifferenzierung | Product differentiation | Verkaufsförderung | Sales promotion | Preismanagement | Pricing strategy |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2020.1753443 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012395643