... promotion effectiveness. Originality/value This study demonstrates that the dual unit-price label is a new and easy tool to enhance sales promotions, which academic research and managerial practice had never considered previously. Richard Lee can be contacted at: richard.lee@unisa.edu.au 12...

... of the promoted product. Youjae Yi can be contacted at: youjae@snu.ac.kr 27 11 2017 08 11 2018 18 01 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Sales promotion Fit Persuasion knowledge Consumer shopping orientation...

... that of niche product. Thus, we suggest the following hypothesis for WOM volume: H1. The effect of WOM volume on product sales is positive and greater on mass product than niche product. Word of mouth Word of mouth valence Motion picture industry Movie industry Sales promotion Consumer...

..., interest in the premium, and deal‐proneness. © MCB UP Limited 2002 Sales promotion Premiums Marketing communications Consumer behaviour Marketing resources allocated to promotional tools such as coupons, premiums, rebates, samples and the like represent a significant portion...

... in the beginning of a product’s life cycle, brand building through more abstract and emotional imagery becomes increasingly important in the later stages of the product life cycle. © MCB UP Limited 1996 Corporate image Country of origin Denmark International marketing Product lifecycle Sales...

... channels. One major conclusion is that the legal dimension needs to be kept in mind at the earliest stages of developing an international marketing strategy. Advertising Competition Distribution channels European Union Legislation Marketing strategy Multinationals Sales promotion Standards...

... of promotional activities, Taiwanese exporters use international personal selling and sales promotion more frequently than international advertising and publicity. © MCB UP Limited 1991 Export Large companies Sales promotion Taiwan ...

... on the demand for industrial products, and it suggests that there are advantages in competing on these dimensions. © MCB UP Limited 1989 Factor analysis Logistics Marketing strategy Prices Sales promotion Regression analysis ...

...Donald W. Cowell States that, owing to major change in the field of marketing in the past 20 years, there has been an increase in the use of sales promotion. Proposes that managers in local authorities, who are responsible for the marketing of recreation and leisure services should understand...

... in this area in order to determine the long‐term effects of such promotions on purchasing behaviour. © MCB UP Limited 1973 Consumer behaviour Sales promotion Purchasing Strategy Evaluating the effectiveness of below-theline promotion: a critique by David Jobber Huddersfield Polytechnic...