The Impact of Brand Equity and Innovation on the Long-Term Effectiveness of Promotions

Vol. XLV (June 2008), 293–306 293 © 2008, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Rebecca J. Slotegraaf is Assistant Professor of Marketing and Eli Lilly Faculty Fellow, Kelley School of Business, Indiana University (e-mail: [email protected]). Koen Pauwels is Associate Professor of Business Administration, Tuck School of Business, Dartmouth College (e-mail: [email protected]). Both authors contributed equally to this research. The authors thank Kevin Keller; Don Lehmann; the two anonymous JMR reviewers; and seminar participants at Emory University, the London Business School, Rice University, University of Michigan, University of Illinois, Georgia Institute of Technology, ANZMAC, and the Marketing Dynamics Conference for their valuable comments. The authors also appreciate the generous financial support of the 3M University Relations faculty grant awarded to the first author. Michel Wedel served as associate editor for this article. REBECCA J. SLOTEGRAAF and KOEN PAUWELS*