作者
Teresa Montaner, Leslie De Chernatony, Isabel Buil
发表日期
2011/4/19
期刊
Journal of Product & Brand Management
卷号
20
期号
2
页码范围
101-110
出版商
Emerald Group Publishing Limited
简介
Purpose
–
The objective of this paper is to better understand the factors that influence consumers' responses toward gift promotions. Specifically, the aim is to analyse four variables: the nature of the promoted product, the fit between the product and the gift, the type of brand used in the promotion and the deal‐proneness.
Design/methodology/approach
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In an experimental context, 247 subjects were randomly assigned to a 2 (product type: utilitarian vs hedonic)×2 (gift type: utilitarian vs hedonic)×2 (brand type: high equity vs medium equity) between‐subjects factorial design.
Findings
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Results indicate that the nature of the promoted product does not influence consumer response. Overall evaluation of gift promotions is more favourable when simultaneously the brand promoted has high equity and the fit between the promoted product and the gift is high. Offering a gift that fits with the product and using high equity …
学术搜索中的文章
T Montaner, L De Chernatony, I Buil - Journal of Product & Brand Management, 2011