search query: @author Hunt, K. / total: 6
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| Author: | Hunt, K. Keaveney, S. |
| Title: | A process model of the effects of price promotions on brand image |
| Journal: | Psychology & Marketing
1994 : NOV/DEC, VOL. 11:6, p. 511-532 |
| Index terms: | MODELS PROMOTION BRANDS |
| Language: | eng |
| Abstract: | This article introduces a model to explain the process by which consumer satisfaction or dissatisfaction with price promotions can influence brand image. Specifically, the model explores conditions under which consumers experience satisfaction or dissatisfaction with price promotions, predicts ways that consumers might engage in various levels of attributional processing about price promotion satisfaction or dissatisfaction influence brand image. |
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