The Impact of Brand Equity and Innovation on the Long-Term Effectiveness of Promotions

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Identifying demand effects in a large network of product categories (2015, methodology): “…et al., 2000; Srinivasan et al., 2004), (iii) aggregating or pooling over, for instance, stores or competitors (e.g. Horvath et al., 2005; Slotegraaf and Pauwels, 2008), and (iv) applying Least Squares to a restricted model (e.g. Dekimpe and Hanssens, 1995; Dekimpe et al., 1999; Nijs et…”
App Popularity: Where in the World are Consumers Most Sensitive to Price and User Ratings? (2018, background): “Indeed, research has shown that some conclusions on price promotion effects differ when going beyond the top three brands typically examined in price response studies (Slotegraaf and Pauwels 2008).”
Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence (2009, background): “…long-term effectiveness of promotions, and lower promotional expenditures for subsequent brand extensions (e.g., Ailawadi, Lehmann, and Neslin 2003; Slotegraaf and Pauwels 2008; Srinivasan, Park, and Chang 2005), all of which positively influence firms’ financial value (Mizik and Jacobson 2008).”
Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site (2009, result): “This is consistent with marketing effect findings for large, established brands across industries (e.g., Nijs et al. 2001; Srinivasan et al. 2004) but not with those for smaller brands (Slotegraaf and Pauwels 2008).”