Matches in SemOpenAlex for { <https://semopenalex.org/work/W2890461044> ?p ?o ?g. }
- W2890461044 endingPage "88" @default.
- W2890461044 startingPage "73" @default.
- W2890461044 abstract "Managers often use popular events, such as the Olympics, to advertise their brands more heavily. Can manufacturers and retailers capitalize on these events to enhance the response to their price promotions? This study empirically examines whether the sales response to price promotions is stronger or weaker around events than at nonevent times, and what factors drive this relative promotion response. Studying 242 brands from 30 consumer packaged goods categories in the Netherlands over more than four years, the authors find that a price promotion offered around a popular event often generates a stronger sales response than the same promotion at nonevent times, with a price promotion elasticity that is 9.3% larger, on average, during events. Still, the variance in relative promotion response across brands and events is high, and the authors identify several drivers that managers should consider before shifting promotions toward event times. Currently, managers often do not take these drivers into account. This study provides guidelines to improve promotional timing decisions in relation to popular events." @default.
- W2890461044 created "2018-09-27" @default.
- W2890461044 creator A5006020906 @default.
- W2890461044 creator A5033763629 @default.
- W2890461044 creator A5055081496 @default.
- W2890461044 date "2018-11-19" @default.
- W2890461044 modified "2023-10-10" @default.
- W2890461044 title "Price Promotions and Popular Events" @default.
- W2890461044 cites W1537306737 @default.
- W2890461044 cites W173831608 @default.
- W2890461044 cites W1968305525 @default.
- W2890461044 cites W1968372470 @default.
- W2890461044 cites W1975707616 @default.
- W2890461044 cites W1983440286 @default.
- W2890461044 cites W1985419900 @default.
- W2890461044 cites W1995494858 @default.
- W2890461044 cites W1995557982 @default.
- W2890461044 cites W2005674092 @default.
- W2890461044 cites W2012900610 @default.
- W2890461044 cites W2016843850 @default.
- W2890461044 cites W2024405974 @default.
- W2890461044 cites W2027147080 @default.
- W2890461044 cites W2039872937 @default.
- W2890461044 cites W2047520319 @default.
- W2890461044 cites W2048437147 @default.
- W2890461044 cites W2051139236 @default.
- W2890461044 cites W2064982479 @default.
- W2890461044 cites W2072883562 @default.
- W2890461044 cites W2074732447 @default.
- W2890461044 cites W2075269517 @default.
- W2890461044 cites W2080191834 @default.
- W2890461044 cites W2081871754 @default.
- W2890461044 cites W2090631670 @default.
- W2890461044 cites W2096357790 @default.
- W2890461044 cites W2101460989 @default.
- W2890461044 cites W2106028404 @default.
- W2890461044 cites W2106962189 @default.
- W2890461044 cites W2108626195 @default.
- W2890461044 cites W2120930695 @default.
- W2890461044 cites W2126763138 @default.
- W2890461044 cites W2131338389 @default.
- W2890461044 cites W2138116946 @default.
- W2890461044 cites W2138564512 @default.
- W2890461044 cites W2138960563 @default.
- W2890461044 cites W2140531949 @default.
- W2890461044 cites W2150216578 @default.
- W2890461044 cites W2151230943 @default.
- W2890461044 cites W2153205326 @default.
- W2890461044 cites W2154576508 @default.
- W2890461044 cites W2157595931 @default.
- W2890461044 cites W2158592483 @default.
- W2890461044 cites W2159613688 @default.
- W2890461044 cites W2168055743 @default.
- W2890461044 cites W2171039002 @default.
- W2890461044 cites W2173236587 @default.
- W2890461044 cites W2315189750 @default.
- W2890461044 cites W2460933964 @default.
- W2890461044 cites W2560994213 @default.
- W2890461044 cites W3122335542 @default.
- W2890461044 cites W3122551775 @default.
- W2890461044 cites W3123637775 @default.
- W2890461044 cites W3124441429 @default.
- W2890461044 cites W3125033020 @default.
- W2890461044 cites W4205236197 @default.
- W2890461044 cites W4236313314 @default.
- W2890461044 doi "https://doi.org/10.1177/0022242918812055" @default.
- W2890461044 hasPublicationYear "2018" @default.
- W2890461044 type Work @default.
- W2890461044 sameAs 2890461044 @default.
- W2890461044 citedByCount "25" @default.
- W2890461044 countsByYear W28904610442019 @default.
- W2890461044 countsByYear W28904610442020 @default.
- W2890461044 countsByYear W28904610442021 @default.
- W2890461044 countsByYear W28904610442022 @default.
- W2890461044 countsByYear W28904610442023 @default.
- W2890461044 crossrefType "journal-article" @default.
- W2890461044 hasAuthorship W2890461044A5006020906 @default.
- W2890461044 hasAuthorship W2890461044A5033763629 @default.
- W2890461044 hasAuthorship W2890461044A5055081496 @default.
- W2890461044 hasBestOaLocation W28904610441 @default.
- W2890461044 hasConcept C112698675 @default.
- W2890461044 hasConcept C121332964 @default.
- W2890461044 hasConcept C121955636 @default.
- W2890461044 hasConcept C139749660 @default.
- W2890461044 hasConcept C144133560 @default.
- W2890461044 hasConcept C162324750 @default.
- W2890461044 hasConcept C162853370 @default.
- W2890461044 hasConcept C17744445 @default.
- W2890461044 hasConcept C196083921 @default.
- W2890461044 hasConcept C199539241 @default.
- W2890461044 hasConcept C2779662365 @default.
- W2890461044 hasConcept C2781402841 @default.
- W2890461044 hasConcept C62520636 @default.
- W2890461044 hasConcept C94625758 @default.
- W2890461044 hasConcept C98147612 @default.
- W2890461044 hasConceptScore W2890461044C112698675 @default.
- W2890461044 hasConceptScore W2890461044C121332964 @default.
- W2890461044 hasConceptScore W2890461044C121955636 @default.