Consumer Response to Coupon Advertising
Because coupon advertising has both the characteristics of advertising and sales promotion, it may have distinctive effects on consumers that cannot be explained solely by coupons or advertising. Past studies present contradictory results as to the consumers' response to coupon advertising. Our...
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| Main Authors: | , , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
1995
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2925 https://doi.org/10.1080/02650487.1995.11104596 |
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| Institution: | Singapore Management University |
| Language: | English |