Essec\Faculty\Model\Contribution {#2190
  #_index: "academ_contributions"
  #_id: "2040"
  #_source: array:26 [
    "id" => "2040"
    "slug" => "measuring-the-short-term-effect-of-in-store-promotion-and-retail-advertising-on-brand-sales-a-factorial-experiment"
    "yearMonth" => "1991-05"
    "year" => "1991"
    "title" => "Measuring the Short-term Effect of In-store Promotion and Retail Advertising on Brand Sales: A Factorial Experiment"
    "description" => "BEMMAOR, A.C. et MOUCHOUX, D. (1991). Measuring the Short-term Effect of In-store Promotion and Retail Advertising on Brand Sales: A Factorial Experiment. <i>Journal of Marketing Research</i>, 28(2), pp. 202-214."
    "authors" => array:2 [
      0 => array:3 [
        "name" => "BEMMAOR Albert C."
        "bid" => "B00000029"
        "slug" => "bemmaor-albert-c"
      ]
      1 => array:1 [
        "name" => "MOUCHOUX D."
      ]
    ]
    "ouvrage" => ""
    "keywords" => array:3 [
      0 => "Asymmetric competition"
      1 => "Promotional price elasticity"
      2 => "Price advertising interaction"
    ]
    "updatedAt" => "2021-04-16 09:40:14"
    "publicationUrl" => "https://doi.org/10.1177/002224379102800207"
    "publicationInfo" => array:3 [
      "pages" => "202-214"
      "volume" => "28"
      "number" => "2"
    ]
    "type" => array:2 [
      "fr" => "Articles"
      "en" => "Journal articles"
    ]
    "support_type" => array:2 [
      "fr" => "Revue scientifique"
      "en" => "Scientific journal"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "In a replicated in-store factorial experiment with 12 national brands in six nonperishable consumer goods categories, the authors find price deal elasticities in the [2–11] range, with larger values for smaller brands. Those elasticities increase 20% to 180% when deals are advertised by the retailer; the rates of increase are smaller for the leading brands. The price deal cross-elasticities of the higher priced brands are found to be smaller than those of the other brands; they are in the [2–2.7] range. Optimal retail deal rates are shown to be robust to model specification."
      "en" => "In a replicated in-store factorial experiment with 12 national brands in six nonperishable consumer goods categories, the authors find price deal elasticities in the [2–11] range, with larger values for smaller brands. Those elasticities increase 20% to 180% when deals are advertised by the retailer; the rates of increase are smaller for the leading brands. The price deal cross-elasticities of the higher priced brands are found to be smaller than those of the other brands; they are in the [2–2.7] range. Optimal retail deal rates are shown to be robust to model specification."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-04-20T06:21:47.000Z"
    "docTitle" => "Measuring the Short-term Effect of In-store Promotion and Retail Advertising on Brand Sales: A Factorial Experiment"
    "docSurtitle" => "Journal articles"
    "authorNames" => "<a href="/cv/bemmaor-albert-c">BEMMAOR Albert C.</a>, MOUCHOUX D."
    "docDescription" => "<span class="document-property-authors">BEMMAOR Albert C., MOUCHOUX D.</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">1991</span>"
    "keywordList" => "<a href="#">Asymmetric competition</a>, <a href="#">Promotional price elasticity</a>, <a href="#">Price advertising interaction</a>"
    "docPreview" => "<b>Measuring the Short-term Effect of In-store Promotion and Retail Advertising on Brand Sales: A Factorial Experiment</b><br><span>1991-05 | Journal articles </span>"
    "docType" => "research"
    "publicationLink" => "<a href="https://doi.org/10.1177/002224379102800207" target="_blank">Measuring the Short-term Effect of In-store Promotion and Retail Advertising on Brand Sales: A Factorial Experiment</a>"
  ]
  +lang: "en"
  +"_type": "_doc"
  +"_score": 8.910406
  +"parent": null
}