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dc.contributor.authorChaudhuri, Malika
dc.contributor.authorCalantone, Roger J.
dc.contributor.authorVoorhees, Clay M.
dc.contributor.authorCockrell, Seth
dc.date.accessioned2018-07-24T02:38:10Z
dc.date.available2018-07-24T02:38:10Z
dc.date.issued2018-09
dc.identifier.citationChaudhuri, Malika; Calantone, Roger J.; Voorhees, Clay M.; Cockrell, Seth. 2018. Disentangling the effects of promotion mix on new product sales: An examination of disaggregated drivers and the moderating effect of product class. Journal of Business Research, vol. 90:pp 286-294en_US
dc.identifier.issn0148-2963
dc.identifier.otherWOS:000437080000025
dc.identifier.urihttps://doi.org/10.1016/j.jbusres.2018.05.020
dc.identifier.urihttp://hdl.handle.net/10057/15395
dc.descriptionClick on the DOI link to access the article (may not be free).en_US
dc.description.abstractThe typical firm invests 20% of its promotional budget on sales promotions in an effort to drive short-term sales, Limited insight into the differential impacts of various sales promotions as well as the conditions under which they are most effective in lifting the sales of new products remain despite the rich body of research on sales promotions in the marketing literature. This research seeks to address these gaps by demonstrating the effects of two types of sales promotions on high-value consumer durable goods. Specifically, we investigate the effects of cash rebates and financing incentives on consumer perceptions of value and sales across luxury and mass goods in the automobile industry. Our findings suggest that although both categories of promotional strategies are effective sales booster, cash rebates are more effective in the mass market while financing rates offer significant new product sales benefits in the luxury market.en_US
dc.language.isoen_USen_US
dc.publisherElsevieren_US
dc.relation.ispartofseriesJournal of Business Research;v.90
dc.subjectSales promotionen_US
dc.subjectNew productsen_US
dc.subjectFinancing incentivesen_US
dc.subjectCash rebatesen_US
dc.subjectPerceived valueen_US
dc.subjectProduct classen_US
dc.titleDisentangling the effects of promotion mix on new product sales: An examination of disaggregated drivers and the moderating effect of product classen_US
dc.typeArticleen_US
dc.rights.holder© 2018 Elsevier Inc. All rights reserved.en_US


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