Is 75% of the sales promotion bump due to brand switching? No, only 33% is

H.J. van Heerde, S. Gupta, D.R. Wittink

Research output: Contribution to journal › Article › Scientific › peer-review

Original language	English
Pages (from-to)	481-491
Number of pages	10
Journal	Journal of Marketing Research
Volume	40
Issue number	4
Publication status	Published - 2003

Cite this

@article{4457d86f658b4b42bab658c2e0fd3e62,

title = "Is 75% of the sales promotion bump due to brand switching? No, only 33% is",

author = "{van Heerde}, H.J. and S. Gupta and D.R. Wittink",

note = "DP 2003-05 Pagination: 10",

year = "2003",

language = "English",

volume = "40",

pages = "481--491",

journal = "Journal of Marketing Research",

issn = "0022-2437",

publisher = "American Marketing Association",

number = "4",

}