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| Author: | Gedenk, K. Neslin, S. A. |
| Title: | The role of retail promotion in determing future brand loyalty: its effect on purchase event feedback |
| Journal: | Journal of Retailing
1999 : WIN, VOL. 75:4, p. 433-459 |
| Index terms: | Retailing Purchasing Distribution channels Brand loyalty |
| Language: | eng |
| Abstract: | The authors model and estimate the role of retail promotion in determining future brand loyalty through its effect on purchase event feedback. They apply the model to two product categories and compare the effects of price versus nonprice retail promotions. They find that in-store price promotions are associated with negative purchase event feedback compared to nonpromotion purchases, whereas nonprice promotions such as features or sampling have no effect or in fact are associated with positive purchase event feedback, compared to purchases made off promotion. |
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