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- W1635556292 abstract "Abstract A model based on Ajzen's Theory of Planned Behavior is developed explaining marketing managers' attitudes toward and use of consumer sales promotions. Differences in the model are predicted based on type of sales promotion and marketing environment. Hypotheses are tested for both coupons (a price-oriented sales promotion) and sweepstakes (a non-price promotion) using samples of brand managers of consumer non-durables in the United States, Malaysia, Thailand, and South Korea. Results confirm some hypotheses concerning differences across promotional type (coupons versus sweepstakes) and marketing environment (U.S. versus Asia). They also show that short-term objectives, past results, and competitor use are more important determinants of manager attitude toward or use of sales promotions than long-term objectives or perceived customer attitudes, regardless of promotional type or marketing environment." @default.
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- W1635556292 date "2000-07-21" @default.
- W1635556292 modified "2023-10-01" @default.
- W1635556292 title "A Model of Managerial Response to Sales Promotions" @default.
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- W1635556292 doi "https://doi.org/10.1300/j042v13n03_02" @default.
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