search query: @author Goodhardt, / total: 10
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| Author: | Ehrenberg, A. Hammond, K. Goodhardt, G. |
| Title: | The after-effects of price-related consumer promotions |
| Journal: | Journal of Advertising Research
1994 : JUL/AUG, VOL. 34:4, p. 11-21 |
| Index terms: | GROCERY SHOPS BRAND LOYALTY |
| Language: | eng |
| Abstract: | An international study of leading grocery brands has shown that price promotions generally did not affect a brand's subsequent sales or brand loyalty. This was because the extra short-term buyers during the promotion had almost all bought the promoted brand before, rather than that new buyers were being attracted. Management implications point toward reduced rather than increased spending on price-related promotions |
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