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An Integrated Choice Model Incorporating Alternative Mechanisms for Consumers' Reactions to In-Store Display and Feature Advertising

The marketing literature has suggested two prominent decision mechanisms through which in-store display and feature advertising can affect brand choice, which I call the price-cut proxy effect and the consideration set formation effect. The primary objective of this study is to propose an... Full description

1st Person: Zhang, Jie
Source: in Marketing Science Vol. 25, No. 3 (2006), p. 278-290
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Type of Publication: Article
Language: English
Published: 2006
Keywords: brand choice model
behavioral mechanisms
joint promotion effects
consideration set formation
price-cut proxy
econometric models
promotion decisions
Online: Volltext
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