Unintended Effects of Price Promotions: Forgoing Competitors’ Price Promotions Strengthens Incumbent Brand Loyalty

Research output: Contribution to journal › Article

Original language	English
Journal	Journal of Academy of Marketing Science
State	Published - 2022

Cite this

@article{d133458c8d384165bd1097804c51af67,

title = "Unintended Effects of Price Promotions: Forgoing Competitors{\textquoteright} Price Promotions Strengthens Incumbent Brand Loyalty",

author = "Pratt, \{Alex B.\} and Voorhees, \{Clay M.\} and Robinson, \{Stacey G.\} and Feng Wang and Giebelhausen, \{Michael D.\}",

year = "2022",

language = "English",

journal = "Journal of Academy of Marketing Science",

}

TY - JOUR

T1 - Unintended Effects of Price Promotions: Forgoing Competitors’ Price Promotions Strengthens Incumbent Brand Loyalty

AU - Pratt, Alex B.

AU - Voorhees, Clay M.

AU - Robinson, Stacey G.

AU - Wang, Feng

AU - Giebelhausen, Michael D.

PY - 2022

Y1 - 2022

UR - https://link.springer.com/article/10.1007/s11747-022-00907-1

M3 - Article

JO - Journal of Academy of Marketing Science

JF - Journal of Academy of Marketing Science

ER -