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| Author: | Alvarez, B. Vázquez Casielles, R. |
| Title: | Consumer evaluations of sales promotion: the effect on brand choice |
| Journal: | European Journal of Marketing
2005 : VOL. 39:1-2, p. 54-70 |
| Index terms: | Advertising Consumer behaviour Prices Promotion |
| Language: | eng |
| Abstract: | The paper examines the influence that sales promotion has on brand choice behaviour. Establishments wish to influence consumers' buying behaviour and they launch strong promotional campaigns or introduce changes in their price policies. However, they are not always capable of achieving their goal, since, altough they may reach their objective in the short term, when the longer term is considered there are undesirable consumer actions. |
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