Measuring the Impact of Promotions on Brand Switching When...

Journal of Marketing Research 2003 / 11 Vol. 40; Iss. 4

Measuring the Impact of Promotions on Brand Switching When Consumers Are Forward Looking

Sun, Baohong, Neslin, Scott A., Srinivasan, Kannan
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Volume:
40
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.1509/jmkr.40.4.389.19392
Date:
November, 2003
File:
PDF, 141 KB
english, 2003
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