Referenzeffekte Von Multi-Item-Promotions

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Michael Knaf untersucht die Referenzeffekte von Multi-Item-Promotions (z. B. Kaufen Sie 3 zum Preis von 2 ) und vergleicht sie mit denen von Sonderangeboten. Der Autor weist nach, dass Multi-Item-Promotions langfristig die Markentreue genauso stark untergraben wie Sonderangebote.