Are buy X get X free price promotions effective? An acquisition-transaction value perspective
Bhatt and Pai, Marketing Intelligence & Planning 41(6), 2023, 707-721. Two experiments; at the same per-unit discount, buy-X-get-X-free promotions were viewed less favourably than single-unit discounts, with lower perceived transaction and acquisition value and lower purchase intention.
Bhatt and Pai, Marketing Intelligence & Planning 41(6), 2023, 707-721. Two experiments; at the same per-unit discount, buy-X-get-X-free promotions were viewed less favourably than single-unit discounts, with lower perceived transaction and acquisition value and lower purchase intention.
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Bhatt, S. H., & Pai, D. R. (2023). Are buy X get X free price promotions effective? An acquisition-transaction value perspective. Marketing Intelligence & Planning, 41(6), 707-721. doi:10.1108/mip-03-2023-0118 https://doi.org/10.1108/mip-03-2023-0118