McCall, Michael; Bruneau, Carol L.; Dars Ellis, Aimee; … - In: Journal of Product & Brand Management 18 (2009) 6, pp. 461-467
Purpose – In this paper the authors seek to develop a measure that can identify those customers who might best be described as rebate prone, and to link rebate proneness to behavioral usage of rebate offers, intentions to use rebate offers in the future, attitudes towards using rebates as a...