L'interférence concurrentielle dans la communication par prospectus : une étude exploratoire
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References listed on IDEAS
- Burke, Raymond R & Srull, Thomas K, 1988. "Competitive Interference and Consumer Memory for Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(1), pages 55-68, June.
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- Robert C. Blattberg & Kenneth J. Wisniewski, 1989. "Price-Induced Patterns of Competition," Marketing Science, INFORMS, vol. 8(4), pages 291-309.
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Keywords
competitive interference; store flyers; promotion effect; brand familiarity; interférence concurrentielle; prospectus; efficacité de la promotion; familiarité avec la marque;All these keywords.
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