Purpose – Seeks to better understand whether a retailer's trust in a manufacturer is a key concept in their motivation to allocate resources to those manufacturers with whom they have a long‐term relationship compared with economical motivations. Design/methodology/approach – A survey...

The goal of this study was to gauge brand loyalty. To do this, a brand loyalty acid test was used, which involved an out‐of‐stock (OOS) experiment where the complete product line of a brand was removed from several stores in order to estimate the OOS responses of consumers. Three types of...

The following sections are included:IntroductionImmediate market responseLonger-term market response to promotionsRetailer response to trade promotionsPromotion planning, optimization, and targetingDirections for future researchReferences