Understanding consumer reactions to premium‐based promotional offers

European Journal of Marketing

Volumn 36, Issue 11-12, 2002, Pages 1270-1286

  d’Astous, Alain ^a   Jacob, Isabelle ^b  

^a HEC MONTRÉAL   (Canada)

^b Zoom Media   (Canada)

Author keywords

Consumer behaviour; Marketing communications; Premiums; Sales promotion

Indexed keywords

EID: 11844292276     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560210445173     Document Type: Article

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