作者
Kim-Shyan Fam, Pedro Q Brito, Mahesh Gadekar, James E Richard, Ugtakh Jargal, Wenchao Liu
发表日期
2019/3/28
期刊
Asia Pacific Journal of Marketing and Logistics
卷号
31
期号
2
页码范围
437-463
出版商
Emerald Publishing Limited
简介
Purpose
The purpose of this paper is to examine and compare the influence of age, education, income, product involvement and sales promotion (SP) characteristics on consumer attitudes towards SP across eight culturally dissimilar environments.
Design/methodology/approach
A multi-country mall intercept and mail survey was conducted in Brunei, China, Hong Kong, Indonesia, Malaysia, New Zealand, Singapore and Thailand (n=4,125 respondents).
Findings
Country, education level and income significantly influence consumer attitudes towards SP. Some countries show a significant monetary value interaction effect. Consumers using delayed-reward SPT reported a significantly more positive attitude towards SP. Discounts and coupons are the two most highly ranked SP across the sampled countries.
Research limitations/implications
Limitations include the use of intercept and mail sampling. Extending the study …
学术搜索中的文章
KS Fam, PQ Brito, M Gadekar, JE Richard, U Jargal… - Asia Pacific Journal of Marketing and Logistics, 2019