Non-monetary sales promotion effects on credit cards

This study fills an important gap in the literature by exploring the effects of the attractiveness of a non-monetary promotion with premiums on credit card purchase intention and brand selection. Two experimental studies involving 386 undergraduates were done. Non-monetary sales promotions with attr...

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Veröffentlicht in:	Journal of financial services marketing 2017-03, Vol.22 (1), p.3-13
Hauptverfasser:	Boschetti, Rochele Isabel Bagnolini, Perin, Marcelo Gattermann, de Barcellos, Márcia Dutra, Sampaio, Cláudio Hoffmann, Basso, Kenny
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behavior Credit cards Economics and Finance Finance Financial Services Marketing Original Article Purchase intention Sales promotions Studies
Online-Zugang:	Volltext
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