... boost brands’ subsequent online sales. Online price promotions negatively moderate the effect; online premium promotions and paid search positively moderate it. Moreover, the product’s popularity diminishes the extent to which a pop-up stimulates online demand. These findings can be partially...

...Janine Empen; Jens-Peter Loy; Christoph Weiss Purpose – This article aims to estimate the relationship between brand loyalty and price promotions on the German yoghurt market. It considers consumer loyalty to various corporate brands and their respective sub-brands to analyze promotional...