The Impact of Sales Promotion on Brand Choice After the Promotional Period: The Moderating Role of Deal Proneness — A Case Study of Yakubu Shopping Malls, Jalingo, Taraba State, Nigeria

Jadab Mili DOI: 10.5281/zenodo.17552946 GAS Journal of Economics and Business Management (GASJEBM) This empirical inquiry critically examines the residual influence of sales promotions on consumer brand preference once the promotional window has closed, with particular attention to the moderating influence Read More …