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• W2294619209 abstract "The paper compares the effectiveness of front-loaded coupons and rear-loaded coupons for new product market entry, by considering the existing brand’s promotion choice at the same time. Two experimental studies consistently show that for the new brand front-loaded coupons can lead to higher purchase intention and promotion appraisal than rear-loaded coupons. Moreover, the effect is more prominent when the existing brand carries no promotions or use rear-loaded coupons. These studies provide important implications on promotional type and timing decisions for new product market entry." @default.
• W2294619209 created "2016-06-24" @default.
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• W2294619209 date "2010-01-01" @default.
• W2294619209 modified "2023-09-23" @default.
• W2294619209 title "The Choice between Front-Loaded and Rear-Loaded Coupons for New Brands," @default.
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