Abstract
| Original language | English |
|---|---|
| Journal | Journal of Advertising Research |
| Volume | 55 |
| Issue number | 3 |
| Pages (from-to) | 270-283 |
| Number of pages | 14 |
| ISSN | 0021-8499 |
| DOIs | |
| Publication status | Published - 2015 |
| Externally published | Yes |
Cite this
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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.
In: Journal of Advertising Research, Vol. 55, No. 3, 2015, p. 270-283.Research output: Contribution to journal › Journal article › Research › peer-review
TY - JOUR
T1 - Do Price Promotions Help or Hurt Premium-product Brands?
T2 - The Impact of Different Price-promotion Types on Sales and Brand Perception
AU - Zoellner, Felix
AU - Schaefers, Tobias
PY - 2015
Y1 - 2015
N2 - 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.
AB - 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.
UR - https://sfx-45cbs.hosted.exlibrisgroup.com/45cbs?url_ver=Z39.88-2004&url_ctx_fmt=info:ofi/fmt:kev:mtx:ctx&ctx_enc=info:ofi/enc:UTF-8&ctx_ver=Z39.88-2004&rfr_id=info:sid/sfxit.com:azlist&sfx.ignore_date_threshold=1&rft.object_id=954921347245&rft.object_portfolio_id=&svc.holdings=yes&svc.fulltext=yes
U2 - 10.2501/JAR-2015-008
DO - 10.2501/JAR-2015-008
M3 - Journal article
AN - SCOPUS:84957062771
VL - 55
SP - 270
EP - 283
JO - Journal of Advertising Research
JF - Journal of Advertising Research
SN - 0021-8499
IS - 3
ER -