An Experimental Investigation of the Effects of Price Promotions on Brand Attitudes: An Attribution Theory Perspective
Manchanda, Rajesh V.
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Permalink
https://hdl.handle.net/2142/84596
Description
Title
An Experimental Investigation of the Effects of Price Promotions on Brand Attitudes: An Attribution Theory Perspective
Author(s)
Manchanda, Rajesh V.
Issue Date
1998
Doctoral Committee Chair(s)
Monroe, Kent B.
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Psychology, Behavioral
Language
eng
Abstract
It was also found that brand attitudes improved after a one week time lag, suggesting that if there are negative effects as a consequence of the brand's promotional activity, the negative effects dissipate within a one week time period (so long as the promotional activity does not continue).
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