haku: @journal_id 1343 / yhteensä: 429
viite: 5 / 429
| Tekijä: | Laroche, M. (et al.) |
| Otsikko: | A model of consumer response to two retail sales promotion techniques |
| Lehti: | Journal of Business Research
2003 : JUL, VOL. 56:7, p. 513-522 |
| Asiasana: | Consumer behaviour Retailing Sales promotion |
| Kieli: | eng |
| Tiivistelmä: | This study proposes a multidimensional model in the context of consumers' use of retail sales promotions that follows a cognitive-affective-behaviour pattern. The model is based on two different promotional tools - coupons and two-for-one promotions - supposed to trigger different promotional responses. In addition, the potential influences on this pattern of consumers' traits are included. |
SCIMA