Somesh Kumar Sinha
Maulana Azad National Institute of Technology
AdvertisingProduct (category theory)BusinessProduct categoryPsychologyMarketingBrand equityPerceptionValue (economics)Context (language use)PreferenceSales promotionPersonal Care ProductDifferential impactResearch articlePersonal careSample (statistics)Structural equation modeling
4Publications
2H-index
18Citations
Publications 4
Newest
#1Somesh Kumar Sinha (NIT-B: Maulana Azad National Institute of Technology)H-Index: 2
#2Priyanka Verma (NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
Abstract The purpose behind the development of this research article is to assess the impact of sales promotions benefits on consumer perceived value and examine the moderating effect of product categories on the relation between sales promotions, their benefits, and consumer perceived value. The study used a sample of 400 consumers from India and ‘Structure Equation Modelling’ technique is applied to evaluate the research assumption. Finally, the moderating effect of the product category is eva...
11 CitationsSource
#1Somesh Kumar Sinha (NIT-B: Maulana Azad National Institute of Technology)H-Index: 2
#2Priyanka Verma (NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
The purpose behind the development of this research article is to assess the difference in consumers’ perception for sales promotion’s hedonic and utilitarian benefits in rural and urban areas. To ...
1 CitationsSource
Is the impact of sales promotion on consumer perception mediated by its hedonic and utilitarian benefits in the context of Indian consumers? Is gender having a moderating impact on the relationship between the benefits of sales promotion and consumer perception? Authors examined both questions using a partial least square structural equation modeling (PLS-SEM). Findings revealed that hedonic and utilitarian benefits mediate the relationship between sales promotion and consumer perception about t...
Source
#1Somesh Kumar Sinha (NIT-B: Maulana Azad National Institute of Technology)H-Index: 2
#2Priyanka Verma (NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
Sales promotion is known for providing additional benefits to the consumers and these benefits may have an impact on the development of consumer-based brand equity. Although previous studies have reported a positive influence of sales promotion on brand equity, but the impact of sales promotion’s benefits (i.e., hedonic and utilitarian benefits) on brand equity is less understood. This study examined the possible influence of sales promotion’s hedonic and utilitarian benefits on four compone...
3 CitationsSource