Promotion Profitability for a Retailer: The Role of Promotion, Brand, Category, and Store Characteristics

By Kusum L. Ailawadi, Bari A. Harlam, Jacques César, David Trounce. 2006

194 citations recorded by the source corpus.

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

The Impact of an Item-Based Loyalty Program on Consumer Purchase Behavior (2012, background): “…of the same monetary value, offering IBLP promotions can be a more efficient way for retailers to utilize trade promotion funds provided by manufacturers, especially in light of the large percentage of unprofitable (conventional) promotions such as those documented by Ailawadi et al. (2006).”
Warm Glow or Cold, Hard Cash? Social Identity Effects on Consumer Choice for Donation versus Discount Promotions (2011, background): “ets (Ailawadi et al. 2006), a large research literature has”
Measuring and Managing Returns from Retailer-Customized Coupon Campaigns (2012, result): “Similar to research on retailer sales promotions (e.g., Ailawadi et al. 2006; Heilman, Nakamoto, and Rao 2002), we expect that customized coupons affect promoted brand and category sales and have a halo effect on sales of nonpromoted categories in the retail store.”
Are Multichannel Customers Really more Valuable? The Moderating Role of Product Category Characteristics (2013, background): “…on variables such as unplanned purchases (Inman, Winer, and Ferraro 2009), category management (Dhar, Hoch, and Kumar 2001), sales promotion (Ailawadi et al. 2006; Narasimhan, Neslin, and Sen 1996), revenue premium (Ailawadi, Lehmann, and Neslin 2003), and spending during economically…”