Price Promotions and Popular Events
Abstract
Managers often use popular events, such as the Olympics, to advertise their brands more heavily. Can manufacturers and retailers capitalize on these events to enhance the response to their price promotions? This study empirically examines whether the sales response to price promotions is stronger or weaker around events than at nonevent times, and what factors drive this relative promotion response. Studying 242 brands from 30 consumer packaged...
Paper Details
Title
Price Promotions and Popular Events
Published Date
Nov 19, 2018
Journal
Volume
83
Issue
1
Pages
73 - 88
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Notes
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