Browsing Business Administration by Subject "Promotions"
Now showing items 1-2 of 2
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Consumer effort in promotional incentives
(Decision Sciences Institute, 2010-11)Consumers need to exert effort to use the incentives provided in a promotion campaign. This effort is critical in the consumers’ decision process and for the success of the campaign. We develop a model of consumer redemption ... -
Effects of multitier private labels on marketing national brands
(Emerald Publishing Limited, 2019)Purpose-This paper aims to understand empirically how shares of standard and premium private label (PL) products affect a retailer's marketing mix decisions toward national brands (NBs). Design/methodology/approach-Using ...
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