haku: @author Huff, L. / yhteensä: 2
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| Tekijä: | Huff, L. Adlen, D. |
| Otsikko: | An investigation of consumer response to sales promotions in developing markets: a three-country analysis |
| Lehti: | Journal of Advertising Research
1998 : JUN, VOL. 38:3, p. 47-57 |
| Asiasana: | ADVERTISING SALES PROMOTION MARKETING |
| Kieli: | eng |
| Tiivistelmä: | Considering the importance of consumer sales promotions in the marketing mix of many consumer products throughout the world, there is a notable lack of research devoted to examining consumer response to sales promotions outside North America and Western Europe. In addition, relatively little research focuses on non-price promotions such as sweepstakes. This study develops and tests models explaining consumers' attitudes toward the use of coupons and sweepstakes. |
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