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Keywords: Coupon
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2014) 48 (3-4): 699–721.
Published: 08 April 2014
...Ralf Wierich; Stephan Zielke Purpose – The aim of this paper is to investigate how different design elements of retailer coupons increase the attitudinal loyalty towards retailers. Design/methodology/approach – Three design elements are manipulated in a 2x2x2 experimental design. Data...
