Do Consumers Always Spend More When Coupon Face Value is...

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Journal of Marketing 2018 / 03

Do Consumers Always Spend More When Coupon Face Value is Larger? The Inverted UShaped Effect of Coupon Face Value on Consumer Spending Level

Jia, He (Michael), Yang, Sha, Lu, Xianghua, Park, C. Whan
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Language:
english
Journal:
Journal of Marketing
DOI:
10.1509/jm.14.0510
Date:
March, 2018
File:
PDF, 1.47 MB
english, 2018
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