Brasini, Sergio; Freo, Marzia; Tassinari, Giorgio - Dipartimento di Scienze Statistiche "Paolo Fortunati", … - 2005
This paper examines whether sales promotions effectiveness depends upon the consumer’s brand loyalty and her buying … promotional activities and moderate the effect of brand loyalty during the consumer choice process. Different specifications for … in the store, 3x2 and discount, and differently brand loyalty measures have been estimated into a discrete choice …