Do Price Promotions Help or Hurt Premium-product Brands? The Impact of Different Price-promotion Types on Sales and Brand Perception

Felix Zoellner, Tobias Schaefers

Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › peer review

Resumé

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand. The authors of this study believe their work advances the limited research in this area by distinguishing between direct- versus indirect-price reduction and marketers' use of a "precondition"—i.e., promotions offering free gifts, trade-in incentives, or loyalty-program benefits. Results of this two-part study, which combined sales data of German premium automobile brands with consumer-behavior analysis, showed that direct-price reduction had the strongest positive sales impact. Brand perception was least deteriorated by both direct-price reduction without a precondition—and indirect-price reduction with a precondition.
OriginalsprogEngelsk
TidsskriftJournal of Advertising Research
Vol/bind55
Udgave nummer3
Sider (fra-til)270-283
Antal sider14
ISSN0021-8499
DOI
StatusUdgivet - 2015
Udgivet eksterntJa

Citer dette

Zoellner, Felix ; Schaefers, Tobias. / Do Price Promotions Help or Hurt Premium-product Brands? The Impact of Different Price-promotion Types on Sales and Brand Perception. I: Journal of Advertising Research. 2015 ; Bind 55, Nr. 3. s. 270-283.
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Zoellner, F & Schaefers, T 2015, 'Do Price Promotions Help or Hurt Premium-product Brands? The Impact of Different Price-promotion Types on Sales and Brand Perception', Journal of Advertising Research, bind 55, nr. 3, s. 270-283. https://doi.org/10.2501/JAR-2015-008

Do Price Promotions Help or Hurt Premium-product Brands? The Impact of Different Price-promotion Types on Sales and Brand Perception. / Zoellner, Felix; Schaefers, Tobias.

I: Journal of Advertising Research, Bind 55, Nr. 3, 2015, s. 270-283.

Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › peer review

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Zoellner F, Schaefers T. Do Price Promotions Help or Hurt Premium-product Brands? The Impact of Different Price-promotion Types on Sales and Brand Perception. Journal of Advertising Research. 2015;55(3):270-283. https://doi.org/10.2501/JAR-2015-008

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