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- catalog abstract "Brands are promoted in many different ways. In this research, we examine synergies betweeen different types of promotions and characteristics of the brands that offer the promotions. Specifically, we examine interactions between feature advertising, display, price promotions, and the price-quality tier of the brand offering them. Building on recent research in consumer decision making which shows that the degree to which options are compared or evaluated separately has a systematic effect on brand choice, we find that (1) displays and feature advertising have a greater effect on high-tier than on low-tier brands, (2) price promotions will increase the choice share of high-tier and low-tier brands more equally in settings where comparisons can easily be made, and (3) the combined effects of displays and price promotions, or feature advertising and price promotions, have greater effects on the low-tier brands than on the high-tier brands. We discuss theoretical implications of the results as they related to promotions and consumer decision making, and strategic implications for retailers and manufacturers.".
- catalog contributor b11429062.
- catalog contributor b11429063.
- catalog contributor b11429064.
- catalog created "c1999.".
- catalog date "1999".
- catalog date "c1999.".
- catalog dateCopyrighted "c1999.".
- catalog description "Brands are promoted in many different ways. In this research, we examine synergies betweeen different types of promotions and characteristics of the brands that offer the promotions. Specifically, we examine interactions between feature advertising, display, price promotions, and the price-quality tier of the brand offering them. Building on recent research in consumer decision making which shows that the degree to which options are compared or evaluated separately has a systematic effect on brand choice, we find that (1) displays and feature advertising have a greater effect on high-tier than on low-tier brands, (2) price promotions will increase the choice share of high-tier and low-tier brands more equally in settings where comparisons can easily be made, and (3) the combined effects of displays and price promotions, or feature advertising and price promotions, have greater effects on the low-tier brands than on the high-tier brands. We discuss theoretical implications of the results as they related to promotions and consumer decision making, and strategic implications for retailers and manufacturers.".
- catalog description "Includes bibliographical references (p. 37-41).".
- catalog extent "41 p. :".
- catalog isPartOf "Working paper (Harvard University. Graduate School of Business Administration. Division of Research) ; 00-030.".
- catalog isPartOf "Working paper / Division of Research, Harvard Business School ; 00-030".
- catalog issued "1999".
- catalog issued "c1999.".
- catalog language "eng".
- catalog publisher "[Boston] : Division of Research, Harvard Business School,".
- catalog title "Developing synergies between promotions and brands in different price-quality tiers / Katherine Lemon, Stephen M. Nowlis.".
- catalog type "text".