Affiliation:
1. Northwestern University.
Abstract
Analysis of panel data for two consumer packaged goods indicates that media-distributed coupons and cents-off deals induce brand switching and result in less loyalty when retracted than if no deal is offered. In contrast, package coupons stimulate brand loyalty which is maintained when they are retracted. The extent to which economic utility theory and self-perception theory order these findings is evaluated and the implications of the results for managing demand are discussed.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
119 articles.
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