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Impact of deals and deal retraction on brand switching, Journal of Marketing Research

Abstract

Analysis of panel data for two consumer packaged goods indicates that media-distributed coupons and cents-off deals induce brand switching and result in less loyalty when retracted than if no deal is offered. In contrast, package coupons stimulate brand loyalty which is maintained when they are retracted. The extent to which economic utility theory and self-perception theory order these findings is evaluated and the implications of the results for managing demand are discussed.

Type

Article

Author(s)

Joe A. Dodson, Alice M. Tybout, Brian Sternthal

Date Published

1978

Citations

Dodson, A. Joe, Alice M. Tybout, and Brian Sternthal. 1978. Impact of deals and deal retraction on brand switching. Journal of Marketing Research. 15(1): 72-81.

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