Abstract
This study examines the impact of %-off and $-off formats on consumers’ responses. Results reveal that the optimal savings presentation format depends on the desired response and on brand usage. This finding underscores the importance of segmenting the market based on user status when planning retail price advertising strategies.
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Chandrashekaran, R. (2015). The Interactive Effect of Presentation Format and Brand Usage on the Effectiveness of Retail Price Advertisements. In: Ford, J., Honeycutt, Jr., E. (eds) Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13084-2_109
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DOI: https://doi.org/10.1007/978-3-319-13084-2_109
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