Journal article
Category-specific coupon proness: The impact of individual characteristics and category-specific variables
Journal of retailing, Vol.81(3), pp.205-214
01 Mar 2005
Abstract
In seeking to enhance the effectiveness of coupon promotions, researchers have long sought to identify "coupon prone" consuers. Previous measures of coupon proneness have not examined differences in coupon usage across product categories and have ignored the confounding effect of coupon attractiveness. aaa
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Details
- Title
- Category-specific coupon proness: The impact of individual characteristics and category-specific variables
- Creators
- Srinivasan SwaminathanKapil Bawa
- Publication Details
- Journal of retailing, Vol.81(3), pp.205-214
- Publisher
- GBI-GENIOS Deutsche Wirtschaftsdatenbank GmbH
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Identifiers
- 991021881388804721