Price promotions and brand loyalty : empirical evidence for the German ready-to-eat cereal market
Year of publication: |
2015
|
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Authors: | Empen, Janine ; Loy, Jens-Peter ; Weiss, Christoph R. |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 49.2015, 5/6, p. 736-759
|
Subject: | Brand loyalty | Food retailing | Mixed logit model | Price promotion | Ready-to-eat cereals | Preismanagement | Pricing strategy | Deutschland | Germany | Markenartikel | Brand | Verkaufsförderung | Sales promotion | Konsumentenverhalten | Consumer behaviour | Markentreue | Logit-Modell | Logit model | Markenführung | Brand management | Lebensmitteleinzelhandel |
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