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1988). Measuring the effect of retail store promotions on brand and store substitution. Journal of Marketing Research, 25(2), 178-185. Kwok, S. & Uncles, M. (2002). Sales promotion effectiveness: the impact of culture at an ethnic-group Level. Journal of Product & Brand Management, 14(3), 170-186. Lal, R. & Villas-Boas, J. (1998). Price promotions and trade deals with multiproduct retailers. Management Science, 44(7), 935-949. 32 Juan Carlos Gázquez-Abad, Francisco J. Martínez-López et al. Lattin, J.

The effect of marketplace factors on private label penetration in grocery products. Working Paper, 128. Cambridge, Massachussets: Marketing Science Institute. Sethuraman, R. (2000). What makes consumers pay more for national brands than for store brands- image or quality? Review of Marketing Science, Working-Paper, 318. Shoemaker, R. & Tibrewala, V. (1985). Relating coupon redemption rates to past purchasing of the brand. Journal of Advertising Research, 25(5), 40-47. Simon, H. & Dolan, R. (1996).

Monroe, K. (1989). The effect of price, brand name and store name on buyers. Journal of Marketing Research, 26(3), 351. Reicheld, F. (1996). The loyalty effect: the hidden force behind growth, profits and lasting value. Boston: Harvard Business School Press. , Markey, R. & Hopton, C. (2000). The loyalty effect-the relationship between loyalty and profits. European Business Journal, Winter, 134-139. , Yates, J. & Kirscht, J. (1989). Attitudes, decisions, habits as determinants of repeated behavious, In: A.

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