“Retail is detail! Give consumers a gift rather than a bundle”: Promotion framing and consumer product returns
Abstract
Retailers often use the promotion strategy of offering supplementary products (e.g., free gift, bundle) to attract consumers and increase sales. Despite the growing literature on the promotions that are differently framed but offer economically identical values, little research has examined the link between promotion framing and consumer product returns. The current article sheds light on this relationship, hypothesizing that a free gift...
Paper Details
Title
“Retail is detail! Give consumers a gift rather than a bundle”: Promotion framing and consumer product returns
Published Date
Sep 27, 2018
Journal
Volume
36
Issue
1
Pages
15 - 27
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