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Keywords: Framework of sales promotion
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Journal Articles
International Journal of Retail & Distribution Management (2015) 43 (2): 113–125.
Published: 09 February 2015
...Ricardo Sellers-Rubio; Juan-Luis Nicolau-Gonzalbez Purpose – The purpose of this paper is to test decoy effect in the framework of sales promotion, by conducting several experiments to figure out how this decoy effect is influenced by the presence or absence of a store brand. Design...
