References

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• 1988Prospect theory: An analysis of decision under risk32,475 cited
• 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research7,540 cited
• 1991Managing Brand Equity3,818 cited
• 1988Impact of Sales Promotions on When, What, and How Much to Buy1,052 cited
• 1990Sales Promotion: Concepts, Methods and Strategies846 cited
• 1987The Effects of a Direct Mail Coupon on Brand Choice Behavior265 cited
• 1997Advertising and sales promotion strategy182 cited
• 1992Promotion Has a Negative Effect on Brand Evaluations: Or Does It? Additional Disconfirming Evidence159 cited
• 1989Analyzing Incremental Sales from a Direct Mail Coupon Promotion152 cited
• 1990A Cross-Category Analysis of Category Structure and Promotional Activity for Grocery Products143 cited
• 1996Coupon face value: Its impact on coupon redemptions, brand sales, and brand profitability,128 cited
• 1994Playing to Win97 cited
• 2002The proceedings of the 2002 conference of the American Academy of Advertising49 cited
• 1983Marketing communications33 cited