Brand experience as a moderator of the negative impact of promotions

Convergent and discriminant validation by the multitrait-multimethod matrix.

Donald T. Campbell, Donald W. Fiske · Psychological Bulletin · 1959 · 17.1K citations · Full text

Social Sciences, Educational Assessment, Educational Measurement +6

A Logit Model of Brand Choice Calibrated on Scanner Data

Peter M. Guadagni, John D. C. Little · Marketing Science · 1983 · 1.9K citations · Full text

Business, Economics, Marketing +17

Pricing: Making Profitable Decisions

Alfred R. Oxenfeldt, Kent B. Monroe · Journal of Marketing · 1980 · 1.8K citations

Business, Business Economics, Economics +7

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Russell S. Winer · Journal of Consumer Research · 1986 · 948 citations

Business, Economics, Marketing +17

Buyers' Subjective Perceptions of Price

Kent B. Monroe · Journal of Marketing Research · 1973 · 688 citations

Business, Business Economics, Economics +11