The long-term effects of sales promotions on brand attitude across monetary and non-monetary promotions
Abstract
This study compares the influence of sales promotions on brand attitude across promotion types over time. An experiment is conducted with 154 subjects, who are exposed to test materials for 12 weeks. Evidence shows that the long‐term effects of sales promotions on brand attitude vary across deal types. Non‐monetary promotions seem to work better in eliciting consumers' favorable brand attitude than monetary promotions over time. However, such...
Paper Details
Title
The long-term effects of sales promotions on brand attitude across monetary and non-monetary promotions
Published Date
Aug 3, 2011
Journal
Volume
28
Issue
9
Pages
879 - 896
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