illustration of shopper selecting item the moment it goes on sale
Jun 09, 2021

Prof. Carl Mela explains the negative impact promotions can have on brand equity

Price discounts and other promotions on consumer goods can boost a product’s sales in the short term, but that same strategy may destroy a brand’s equity, according to research from Carl Mela, a marketing professor at Duke University’s Fuqua School of Business. Brands often focus on the short-term incentives of price promotions – a... read more