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Sunday, April 19, 2020 | History

2 edition of long-term impact of promotion and advertising on consumer brand choice found in the catalog.

long-term impact of promotion and advertising on consumer brand choice

Carl F Mela

long-term impact of promotion and advertising on consumer brand choice

  • 145 Want to read
  • 28 Currently reading

Published by Marketing Science Institute in Cambridge, Mass .
Written in English

    Subjects:
  • Consumers" preferences,
  • Consumer behavior,
  • Brand choice

  • Edition Notes

    StatementCarl F. Mela, Sunil Gupta, Donald R. Lehmann
    SeriesReport -- no.96-127, Report (Marketing Science Institute) -- no.96-127
    ContributionsGupta, Sunil, Lehmann, Donald R, Marketing Science Institute
    The Physical Object
    Pagination33 p. :
    Number of Pages33
    ID Numbers
    Open LibraryOL15000501M


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long-term impact of promotion and advertising on consumer brand choice by Carl F Mela Download PDF EPUB FB2

The long-term impact of promotion and advertising on consumer brand choice Carl F Mela; Sunil Gupta; Donald R Lehmann JMR, Journal of Marketing Research; May ; 34, 2.

The authors examine the long-term effects of promotion and advertising on consumers’ brand choice behavior. They use 8 1/4 years of panel data for a frequently purchased packaged good to address tw Cited by: Models how promotion and advertising affect brand choice in the long run; uses eight years of panel, store, and demographic information to analyze a mature nondurable product category in medium-sized market.

The long-term impact of promotion and advertising on consumer brand choice Author: Carl F Mela ; Sunil Gupta ; Donald R Lehmann ; Marketing Science Institute.

The authors examine the long-term effects of promotion and advertising on consumers' brand choice behavior. They use 8 1/4 years of panel data for a frequently purchased packaged good to address two questions: (1) Do consumers' responses to marketing mix variables.

The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice. Advanced Search. A study examines the long-term effects of promotion and advertising on consumers' brand choice behavior. Some 8 1/4 years of panel data for frequently purchased packaged goods are used to address 2 questions: 1.

Mela, Carl, Sunil Gupta, and Donald R. Lehmann. "Long Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research (JMR) 34, no. 2 (May ): – (Winner of American Marketing Association. Marketing Cited by: The Long - Term Impact of Promotion and Advertising on Consumer Brand Choice.

The authors examine the long-term effects of promotion and advertising on consumers’ brand choice behavior. They use 8 1/4 years of panel data for a.

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