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Journal of Promotion Management Volume 6, 2001 - Issue 1-2
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BRANDING, INTEGRATED MARKETING COMMUNICATIONS, AND PROMOTIONS

The Differential Impact of Price-Related Consumer Promotions on Loyal versus Non-Loyal Users of the Brand

A Field Study Investigation

Deborah L. Owens PhD College of Business Administration, University of Akron, Akron, OH, 44325-4804, USA
,
Michael Hardman MBA Liggett-Stashower, Inc., a full-service Integrated Marketing Communications company, 1228 Euclid Avenue, Cleveland, OH, 44115, USA
&
Bruce Keillor PhD Marketing and International Business, University of Akron, Akron, OH, 44325-4804, USA
Pages 113-131 | Received 07 Oct 1999, Accepted 18 Feb 2000, Published online: 12 Oct 2008

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