TY  - JOUR 
AU  - Martín Herrán, Guiomar
AU  - Sigué, Simon-Pierre
PY  - 2023
SN  - 0969-6989
UR  - https://uvadoc.uva.es/handle/10324/61650
AB  - The importance of reference price effects in consumer behavior and marketing decisions is now well established in the literature. However, research on the impact of these effects on cooperative advertising decisions in marketing channels remains very...
LA  - spa
TI  - An integrative framework of cooperative advertising with reference price effects
DO  - 10.1016/j.jretconser.2022.103166
ER  -