Understanding Reference-Price Shoppers: A Within- and Cross-Category Analysis
نویسندگان
چکیده
منابع مشابه
Cross-category demand effects of price promotions
Do promotions in a certain category lead to higher revenues in other categories? If so, to what degree? The answers to these questions are highly relevant for retailers that supply products in different categories. Empirical findings in studies that consider a limited number of categories indicate small promotional cross-category effects. This study develops a framework to determine the impact ...
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ژورنال
عنوان ژورنال: Journal of Marketing Research
سال: 2001
ISSN: 0022-2437,1547-7193
DOI: 10.1509/jmkr.38.4.445.18909