{"id":"https://openalex.org/W6095693","doi":"https://doi.org/10.7263/adresic-001-06","title":"Efectos de la promoci\u00f3n de ventas en el largo plazo en Marcas de Fabricante y Marcas de Distribuci\u00f3n en la categor\u00eda de bebidas energ\u00e9ticas","display_name":"Efectos de la promoci\u00f3n de ventas en el largo plazo en Marcas de Fabricante y Marcas de Distribuci\u00f3n en la categor\u00eda de bebidas energ\u00e9ticas","publication_year":2010,"publication_date":"2010-01-01","ids":{"openalex":"https://openalex.org/W6095693","doi":"https://doi.org/10.7263/adresic-001-06","mag":"6095693"},"language":"en","primary_location":{"id":"doi:10.7263/adresic-001-06","doi":"https://doi.org/10.7263/adresic-001-06","is_oa":true,"landing_page_url":"https://doi.org/10.7263/adresic-001-06","pdf_url":null,"source":{"id":"https://openalex.org/S4210207939","display_name":"aDResearch ESIC International Journal of Communication Research","issn_l":"1889-7304","issn":["1889-7304","2340-3144"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","erih-plus","latindex"],"host_organization":"https://openalex.org/I4401200333","host_organization_name":"ESIC Business & Marketing School","host_organization_lineage":["https://openalex.org/I4401200333"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"aDResearch ESIC International Journal of Communication Research","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://doi.org/10.7263/adresic-001-06","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5062331219","display_name":"Julio Alard Josemar\u00eda","orcid":"https://orcid.org/0000-0003-1882-7375","observed_orcids":["https://orcid.org/0000-0003-1882-7375"]},"institutions":[{"id":"https://openalex.org/I4401200333","display_name":"ESIC Business & Marketing School","ror":"https://ror.org/01db19a87","country_code":"ES","type":"education","lineage":["https://openalex.org/I4401200333"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Julio Alard Josemar\u00eda","raw_affiliation_strings":["ESIC Business & Marketing School"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"ESIC Business & Marketing School","institution_ids":["https://openalex.org/I4401200333"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5053105498","display_name":"Cristina Mar\u00edn Palacios","orcid":"https://orcid.org/0000-0002-4631-1811","observed_orcids":["https://orcid.org/0000-0002-4631-1811"]},"institutions":[{"id":"https://openalex.org/I4401200333","display_name":"ESIC Business & Marketing School","ror":"https://ror.org/01db19a87","country_code":"ES","type":"education","lineage":["https://openalex.org/I4401200333"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Cristina Mar\u00edn Palacios","raw_affiliation_strings":["ESIC Business & Marketing School"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"ESIC Business & Marketing School","institution_ids":["https://openalex.org/I4401200333"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5047075183","display_name":"Jos\u00e9 Mar\u00eda Cubillo Pinilla","orcid":"https://orcid.org/0009-0005-7024-6537","observed_orcids":["https://orcid.org/0009-0005-7024-6537"]},"institutions":[{"id":"https://openalex.org/I4401200333","display_name":"ESIC Business & Marketing School","ror":"https://ror.org/01db19a87","country_code":"ES","type":"education","lineage":["https://openalex.org/I4401200333"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Jos\u00e9 Mar\u00eda Cubillo Pinilla","raw_affiliation_strings":["ESIC Business & Marketing School"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"ESIC Business & Marketing School","institution_ids":["https://openalex.org/I4401200333"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4401200333"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.00177858,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"1","issue":"1","first_page":"114","last_page":"130"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/sales-promotion","display_name":"sales promotion","score":0.8690000176429749},{"id":"https://openalex.org/keywords/energy-drinks","display_name":"energy drinks","score":0.8209999799728394},{"id":"https://openalex.org/keywords/private-labels","display_name":"private labels","score":0.7929999828338623},{"id":"https://openalex.org/keywords/national-brands","display_name":"national brands","score":0.8299999833106995}],"concepts":[{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.7286040782928467},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.4796791076660156},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.3978402018547058}],"mesh":[],"locations_count":4,"locations":[{"id":"doi:10.7263/adresic-001-06","doi":"https://doi.org/10.7263/adresic-001-06","is_oa":true,"landing_page_url":"https://doi.org/10.7263/adresic-001-06","pdf_url":null,"source":{"id":"https://openalex.org/S4210207939","display_name":"aDResearch ESIC International Journal of Communication Research","issn_l":"1889-7304","issn":["1889-7304","2340-3144"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","erih-plus","latindex"],"host_organization":"https://openalex.org/I4401200333","host_organization_name":"ESIC Business & Marketing School","host_organization_lineage":["https://openalex.org/I4401200333"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"aDResearch ESIC International Journal of Communication Research","raw_type":"journal-article"},{"id":"pmh:oai:dialnet.unirioja.es:ART0001438848","doi":null,"is_oa":false,"landing_page_url":"https://dialnet.unirioja.es/servlet/oaiart?codigo=3228025","pdf_url":null,"source":{"id":"https://openalex.org/S4306401293","display_name":"Dialnet (Universidad de la Rioja)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I168974976","host_organization_name":"Universidad de La Rioja","host_organization_lineage":["https://openalex.org/I168974976"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"aDResearch: Revista Internacional de Investigaci\u00f3n en Comunicaci\u00f3n, ISSN 1889-7304, N\u00ba. 1, 2010, pags. 114-130","raw_type":"text (article)"},{"id":"pmh:oai:doaj.org/article:d17b3d622de5499e902e784f1044f91c","doi":null,"is_oa":false,"landing_page_url":"https://doaj.org/article/d17b3d622de5499e902e784f1044f91c","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"AD Research, Vol 1, Iss 1, Pp 114-130 (2010)","raw_type":"article"},{"id":"mag:6095693","doi":null,"is_oa":false,"landing_page_url":"https://dialnet.unirioja.es/descarga/articulo/3228025.pdf","pdf_url":null,"source":{"id":"https://openalex.org/S4306401293","display_name":"Dialnet (Universidad de la Rioja)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I168974976","host_organization_name":"Universidad de La Rioja","host_organization_lineage":["https://openalex.org/I168974976"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"doi:10.7263/adresic-001-06","doi":"https://doi.org/10.7263/adresic-001-06","is_oa":true,"landing_page_url":"https://doi.org/10.7263/adresic-001-06","pdf_url":null,"source":{"id":"https://openalex.org/S4210207939","display_name":"aDResearch ESIC International Journal of Communication Research","issn_l":"1889-7304","issn":["1889-7304","2340-3144"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","erih-plus","latindex"],"host_organization":"https://openalex.org/I4401200333","host_organization_name":"ESIC Business & Marketing School","host_organization_lineage":["https://openalex.org/I4401200333"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"aDResearch ESIC International Journal of Communication Research","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W7217215337","https://openalex.org/W2794786236","https://openalex.org/W2239914949","https://openalex.org/W2164688507","https://openalex.org/W7160563477","https://openalex.org/W2902714209","https://openalex.org/W3025490406","https://openalex.org/W1562673507","https://openalex.org/W2106962189","https://openalex.org/W4295541601"],"abstract_inverted_index":{"In":[0,72],"this":[1,73],"research,":[2],"the":[3,6,19,31,36,45,67,70,88,92,99,103,109,117,121,126,134,139,146,151,155],"authors":[4],"analyze":[5],"different":[7],"types":[8,148],"of":[9,39,66,69,75,123],"promotion":[10,147],"used":[11],"by":[12,35,91],"National":[13,140],"Brand":[14],"and":[15,18,87,105,142,157],"Private":[16,135],"Label":[17,136],"long-run":[20],"effects":[21],"on":[22,24,30,51],"sales":[23,83],"both":[25],"categories.":[26],"The":[27,48],"analysis":[28],"focusses":[29],"promotional":[32],"activity":[33],"undertaken":[34],"leading":[37,112],"brands":[38,89],"energy":[40],"drinks":[41],"that":[42,120,143,159],"operate":[43],"in":[44,56,82,84,102,114,125,128,133,138],"domestic":[46],"market.":[47],"survey,":[49],"based":[50],"scanner":[52],"data":[53],"al":[54],"store-level":[55],"a":[57],"series":[58],"which":[59],"covers":[60],"7":[61],"years,":[62],"provides":[63],"almost":[64],"all":[65,145],"history":[68],"category.":[71],"sub-segment":[74],"beverages,":[76],"there":[77],"have":[78,150,160],"been":[79],"significant":[80],"increases":[81],"recent":[85],"years":[86],"managed":[90],"retailer":[93],"has":[94],"to":[95],"more":[96],"than":[97,137],"half":[98],"market":[100],"share":[101],"super":[104],"hyper":[106],"channels,":[107],"overcoming":[108],"volume":[110],"from":[111],"brand":[113],"2004.":[115],"However":[116],"study":[118],"shows":[119],"effect":[122],"promotions":[124],"category":[127],"question":[129],"is":[130],"less":[131],"intense":[132],"Brand,":[141],"not":[144],"tested":[149],"same":[152],"effect,":[153],"being":[154],"display":[156],"feature":[158],"an":[161],"impact":[162],"higher":[163],"sales.":[164]},"counts_by_year":[],"updated_date":"2026-11-01T11:40:01.658920","created_date":"2016-06-24T00:00:00"}