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Disentangling the effects of promotion mix on new product sales: An examination of disaggregated drivers and the moderating effect of product class
16 references·1 citing·50 second hop
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References

  • 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence18,274 cited
  • 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity14,745 cited
  • 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations5,848 cited
  • 2000An Examination of Selected Marketing Mix Elements and Brand Equity3,370 cited
  • 2010Signaling Status with Luxury Goods: The Role of Brand Prominence1,657 cited
  • 2000A Benefit Congruency Framework of Sales Promotion Effectiveness1,518 cited
  • 2007MIDAS Regressions: Further Results and New Directions1,003 cited
  • 2007Multichannel customer management: Understanding the research-shopper phenomenon999 cited
  • 2013The luxury strategy: break the rules of marketing to build luxury brands737 cited
  • 2003The performance impact of marketing resources709 cited
  • 1995How Promotions Work655 cited
  • 2009The specificity of luxury management: Turning marketing upside down644 cited
  • 2004How Do Banks Set Interest Rates?613 cited
  • 2004New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry606 cited
  • 2009Luxury brand marketing – The experience is everything!

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568 cited
  • 2004The MIDAS Touch: Mixed Data Sampling Regression Models563 cited
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    • 2020Implementing Promotional Mix at an SME with the Help of Business Coaching2 cited