Developing in-store brand strategies and relational expression through sales promotions
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DOI: 10.1016/j.jretconser.2018.11.020
Abstract: This paper explores in-store sales promotion as a tool for manufacturers in developing in-store relationships with consumers. Our empirical application in the ice cream category examines the effects of sales promotions (non-monetary vs. monetary) on… read more here.
Keywords: expression; store brand; developing store; brand ... See more keywords