Empen, Janine; Loy, Jens-Peter; Weiss, Christoph R. - European Association of Agricultural Economists - EAAE - 2011
Price promotions are important marketing activities for (food) retailers; brand loyalty is a major requisite to foster … brands' assets. Several theoretical papers have analyzed the relationship between price promotions and brand loyalty … price promotions and brand loyalty. We find significant empirical evidence that stronger brands tend to be promoted less …