Open AccessPosted Content
How Promotions Work
Robert C. Blattberg,Richard A. Briesch,Edward J. Fox +2 more
- pp 157-167
Reads0
Chats0
TLDR
In this paper, an overview of the research and findings from the sales promotion literature is presented, which is intended to offer direction for future research in the area of sales promotion, as well as important sales promotion topics that have not yet been studied.Abstract:
By synthesizing findings across the sales promotion literature, this article helps the reader understand how promotions work. We identify and explain empirical generalizations related to sales promotion; that is, effects that have been found consistently in multiple studies involving different researchers. We also identify issues which have generated conflicting findings in the research, as well as important sales promotion topics that have not yet been studied. This overview of the research and findings from the sales promotion literature is intended to offer direction for future research in the area.read more
Citations
More filters
Book ChapterDOI
Chapter 3 Manufacturer brand benefits: mixed methods scaling
TL;DR: In this paper, the role of manufacturer brands for resellers within retail channels is discussed, and a validated scale on manufacturer brand benefits from the point of view of a reseller is presented.
Journal ArticleDOI
An Economic Model of Price Comparison with Consumers’ Internal Standard
Dong Soo Kim,Mingyu Joo +1 more
TL;DR: This paper proposed a normative framework that calculates an option value incorporating an agent's price belief distribution as outside good, which represents an expected maximum attainable utility per unit monetary value, which defines an appropriate price for a certain level of utility of each inside good.
Journal Article
Consumer Attitude Towards Promotional Schemes and Influence of Brand On Purchasing Home Appliances
TL;DR: In this paper, the impact of promotional schemes on consumer attitude and to find out the brand loyal consumers and also brand switchers of consumer home appliances only because of promotional offers was analyzed.
The Impacts of Perceived Advertising Spending and Price Promotions on Brand Equity: A Case of An Indonesian Instant Noodle Brand
TL;DR: In this paper, the impact of perceived advertising and price promotions on instant noodle brand equity was evaluated using a quantitative approach using 35-item, 5-point Likert scale questionnaires.
References
More filters
Posted Content
A Probabilistic Choice Model for Market Segmentation and Elasticity Structure
TL;DR: This paper proposed a flexible choice model that partitions the market into consumer segments differing in both brand preference and price sensitivity, and applied it in a study of competition between national brands and private labels in one product category.
Journal ArticleDOI
Impact of Sales Promotions on when, what, and how Much to Buy:
TL;DR: In this paper, the effectiveness of a sales promotion can be examined by decomposing the sales "bump" during the promotion period into sales increase due to brand switching, purchase time acceleration, and stockp...
Posted Content
Modeling Loss Aversion and Reference Dependence Effects on Brand Choice
TL;DR: This article developed a multinomial logit formulation of a reference-dependent choice model, calibrating it using scanner data, and found that consumers weigh losses from a reference point more than equivalent sized gains (loss aversion).
Journal ArticleDOI
Reference Effects of Price and Promotion on Brand Choice Behavior
TL;DR: When consumers are exposed to pricing and promotional activity by frequently purchased packaged goods, they may develop expectations that are used as points of reference in evaluating future activi... as discussed by the authors,.
Journal ArticleDOI
An Empirical Analysis of Internal and External Reference Prices Using Scanner Data
Glenn E. Mayhew,Russell S. Winer +1 more
TL;DR: In this article, single-source yogurt data are used to examine whether both internal and external reference prices affect purchase decisions, and both types of variables have significant effects on purchase probabilities.