A benefit congruency framework of sales promotion effectiveness
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References listed on IDEAS
- Bagozzi, Richard P & Baumgartner, Hans & Yi, Youjae, 1992. " State versus Action Orientation and the Theory of Reasoned Action: An Application to Coupon Usage," Journal of Consumer Research, Oxford University Press, vol. 18(4), pages 505-518, March.
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KeywordsSales promotions; consumer benefit; benefit congruency;
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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