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| Author: | d´Astous, A. Landreville, V. |
| Title: | An experimental investigation of factors affecting consumers´perceptions of sales promotions |
| Journal: | European Journal of Marketing
2003 : VOL 37:11-12, p. 1746-1761 |
| Index terms: | COMMUNICATION CONSUMER BEHAVIOUR MARKETING PRODUCTS SALES MANAGEMENT |
| Language: | eng |
| Abstract: | This article reports the results of a study where four characteristics of premium-based sales promotions were manipulated in the context of computer purchase. Results showed that attractiveness of the premium, mention and value had interactive effects on consumer reactions. |
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