For buyer-seller relationships to allow for effective transmission and integration of resources, and for value creation, each partner needs to invest in the relationship and needs to make it easy for
This paper builds on the third-person effect (TPE) to test whether consumers expect that advertising will attract “others” that are less smart and sophisticated than them, and thus react
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
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
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 “%
