Long-term Effect of Promotions on Brand Sales

Author: Chief Assist. Atanas Luizov, Ph.D. (Burgas Free University)

Keywords: sales promotion, long-term effects, stationary, segmented regression

In this article we verify the hypothesis of the existence of long-term effect of promotions on brand sales. We conducting unit-root tests to identify whether time series (brand sales) are stationary over time, in addition we apply segmented regression models.

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