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Is couponing an effective promotional strategy? An examination of the Procter & Gamble zero-coupon test
5 references·0 citing·22 second hop
Is couponing an effective promotional strategy? An examination of the Procter & Gamble zero-coupon test (2001)Is couponing an effective promotional str…Managing Advertising and Promotion for Long-Run Profitability (1999)Managing Advertising and Prom…Promotion has a negative effect on brand evaluations-or does it ? : additional disconfirming evidence : special report (1992)Promotion has a negative effe…The double jeopardy of sales promotions. (1990)The double jeopardy of sales …COUPON REDEMPTION: A MOTIVATIONAL PERSPECTIVE (1988)COUPON REDEMPTION: A MOTIVATI…Impact of Deals and Deal Retraction on Brand Switching (1978)Impact of Deals and Deal Retr…Compliance without pressure: The foot-in-the-door technique. (1966)Self-Perception Theory (1972)Behavioral Learning Theory: Its Relevance to Marketing and Promotions (1981)Decline and variability in brand loyalty (1997)Consumer Response to Promotional Deals (1978)Factors Affecting Coupon Redemption Rates (1982)A Price Discrimination Theory of Coupons (1984)Customer-centric marketing with Internet coupons (2007)Can Consumers Forgo the Need to Touch Products? An Investigation of Nonhaptic Situational Factors in an Online Context (2012)From Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication (2014)Limited-dependent and qualitative variables in econometrics (1983)Managing brand equity : capitalizing on the value of a brand name. (1991)Who Benefits from Store Brand Entry? (2004)The Impact of a Product-Harm Crisis on Marketing Effectiveness (2007)What Makes Consumers Willing to Pay a Price Premium for National Brands over Private Labels? (2010)Advances in Consumer Research (2025)Advertising and Promotion (2003)Shattering the Myth of Costless Price Changes (2003)Reinventing a business model in industrial networks: Implications for customers' brand perceptions (2019)The Asymmetric Effect of Discount Retraction on Subsequent Choice (2004)Do online discounts and free gifts damage brand image of service? The moderating role of promotion-proneness (2014)Dynamic effects of price promotions: field evidence, consumer search, and supply-side implications (2018)
this work references cited by second hop

References

  • 1999Managing Advertising and Promotion for Long-Run Profitability406 cited
  • 1978Impact of Deals and Deal Retraction on Brand Switching405 cited
  • 1988COUPON REDEMPTION: A MOTIVATIONAL PERSPECTIVE79 cited
  • 1990The double jeopardy of sales promotions.67 cited
  • 1992Promotion has a negative effect on brand evaluations-or does it ? : additional disconfirming evidence : special report38 cited

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