Advertising, incentives, and the upsell: how advertising differentially moderates customer- vs. retailer-directed price incentives’ impact on consumers’ preferences for premium products
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DOI: 10.1007/s11747-021-00791-1
Abstract: Many durable goods firms use price promotion strategies and advertising simultaneously to impact consumer preferences among vertically differentiated product offerings. In this research, we use a large secondary dataset of automotive purchases (N = 323,959) to investigate… read more here.
Keywords: customer; price; retailer directed; directed price ... See more keywords