What is it about?

On the Effectiveness of Retail Marketing Instruments It is arguably one of the oldest and enduring questions that keeps retailers up at night – how to convert consumers to become patrons of your store? In our latest meta-analysis we provide detailed answers based on the results of 350 empirical studies.

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Why is it important?

The overall results show that brand and product management related marketing instruments influence different measures of retail patronage the most. Interestingly, the effectiveness of the different instruments vary across different shopping contexts (e.g. food/non-food, hedonic/utilitarian) and retail environments (e.g. developed/less developed, competitive/less competitive, pre/Internet era). Enjoy browsing the sometimes unexpected outcomes of our study.

Read the Original

This page is a summary of: Testing Retail Marketing-Mix Effects on Patronage: A Meta-Analysis, Journal of Retailing, June 2018, Elsevier,
DOI: 10.1016/j.jretai.2018.03.001.
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