Parguel, Béatrice; Mimouni, Aîda; Sabri, Ouidade - Université Paris-Dauphine (Paris IX) - 2010
This research investigates the impact of three store flyers’ characteristics attractiveness – price, offer and thematic – and their effectiveness for the retailer. An exploratory survey conducted among a sample of 958 shoppers reveals a different impact based on customer loyalty. For loyal...