Igor makienko (7 Ergebnisse)

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Taschenbuch. Zustand: Neu. Consumers Inferences in Price Promotion Context | The Effect of Consistency of Price Promotion Cues on Retailer Credibility, Product Quality, Value of a Deal and Purchase Intentions | Igor Makienko | Taschenbuch | Englisch | VDM Verlag Dr. Müller | EAN 9783639157789 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu.…

Paperback. Zustand: Brand New. 212 pages. 8.66x5.91x0.48 inches. In Stock.

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Taschenbuch. Zustand: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Price promotion is a very popular and fast-growingpromotional tool. In the era of decreased efficiencyof mass advertising, retailers rely more and more onthis promotional tool.However, research literature provides evidence thatprice promotions may have both positive and negativeeffects. Though higher discounts often result in morefavorable deal evaluations, consumers reactions donot always follow a consistently linear path. Pricepromotions offering too high or too low value mayadversely affect consumers deal evaluations.Consumers penalize retailers they perceive to bemanipulative.This book presents a comprehensive conceptualframework that incorporates an attributionalperspective. The model shows the impact of theconsistency/inconsistency of price promotion cues,and the locus of causation on consumers dealevaluations.This book contributes to our understanding of howconsumers process and evaluate price promotions andwill be useful for marketing and communicationspecialists or anyone who wants to understandpotential consumers reactions on typical andatypical price promotions and develop successfulprice promotional campaigns.…