Coupon face value: Its impact on coupon redemptions, brand sales, and brand profitability

摘要: Abstract Although much research has examined the impact of coupons on redemption rates, incremental sales, and market share, only a few studies have addressed brand profitability. One possible reason is lack readily available profitability data. In absence such data, researchers used managerial judgments (Neslin Shoemaker, 1983) experiments (Chapman, 1986) to investigate coupons. We propose an integrative framework for evaluating coupon face value implement it by using scanner The reveals that when manufacturer optimizes market-level from program, profit individual chains in could be suboptimal.