The Long-Term Impact Of Sales Promotions On Customer Equity
Sales promotions’ effectiveness for short-term sales is proven. However, for long-term sales, possible adverse effects have been suggested. To bridge this gap, we apply stochastic models (BG/nBD Read More »
Author: Herbert Casteran, Polymeros Chrysochou, Lars Meyer-Waarden
Contributor: eb™ Research Team
Collectible Free Gifts Programs As Promotional Measures In Retailing
Promotional program effectiveness relies on its design. We examine the design of a new promotional program observed in the retail industry, called a collectible free gift program, in which Read More »
Under Which Mood And Deal Proneness Conditions Do Price Promotions Really Lead To High Purchase
This study examines effects of consumers’ mood and deal proneness on purchase intentions for price promotions with different saving formats. For less deal prone consumers, positive mood and “% Read More »
Media Multitasking Contexts And Advertising Effectiveness Of Traditional And Online Advertising:
Media multitasking is a new consumption context that affects the way advertising stimuli are processed and evaluated. In two studies, we explore the effects of media multitasking contexts involving a Read More »
Author: Snezhanka Kazakova, Verolien Cauberghe, Liselot Hudders
Contributor: eb™ Research Team
Advertising Literacy In An Advergame Context. The Moderating Impact Of An Advertising Literacy
This study examines the impact of advergames and the role of an advertising literacy training session for children on their purchase request and behavioral intention in two experiments. The results Read More »
Author: Liselot Hudders, Verolien Cauberghe, Katarina Panic
Contributor: eb™ Research Team