Do Consumers Always Spend More When Coupon Face Value is Larger? The Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level

• Autores: Yeyi Liu, He (Michael) Jia, Sha Yang, Xianghua Lu, C.Whan Park
• Localización: Journal of marketing: A quarterly publication of the american marketing association, ISSN 0022-2429, Vol. 82, Nº 4, 2018, págs. 70-85
• Idioma: inglés
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