African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4181

Full Length Research Paper

Effects of discount retraction on consumers’ subsequent brand choice: Moderating role of discount size

Rui-feng Yu1* and Ping Zhao2
1Department of Industrial Engineering, Tsinghua University, Beijing, China. 2Department of Marketing, School of Economics and Management, Tsinghua University, Beijing, China.
Email: [email protected]

  •  Accepted: 03 August 2011
  •  Published: 30 September 2011

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