Consumer Response to Coupon Advertising

• Main Authors: Hahn, Minhi, CHANG, Dae Ryun, Kim, Ik-Tae, Kim, Yup
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1995
• Subjects: Advertising and Promotion Management; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/2925; https://doi.org/10.1080/02650487.1995.11104596
• Institution: Singapore Management University

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...