Work

Measuring the Impact of Promotions on Brand Switching When Consumers Are Forward Looking

Year: 2003

Type: article

Source: Journal of Marketing Research

DOI: 10.1509/jmkr.40.4.389.19392

Authors: Baohong Sun, Scott A. Neslin, Kannan Srinivasan

Institutions: University of North Carolina at Chapel Hill, Dartmouth College, Carnegie Mellon University

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2106487786

FWCI: 35.8

Cites: 65

Cited by: 164

Related to: 10