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THE INFLUENCE OF PRICE PROMOTIONS ON THE ELEMENTS OF CONSUMER BRAND EQUITY: a study of an unfamiliar brand in the Russian brandy market
(2014)
Pro gradu - tutkielma
Kokoteksti luettavissa vain Tritonian asiakaskoneilla.
Pro gradu - tutkielma
Kokoteksti luettavissa vain Tritonian asiakaskoneilla.
It is commonly believed that price promotions are effective only for the short-term sales generation, whilst in the long run they lead to the brand destruction. Previous literature suggests price promotions reduce perceived ...