Review paper

Effects of sales promotion type and promotion depth on consumer perceptions: the moderating role of retailer reputation

Volume: 25, Issue: 1, Pages: 72 - 86
Published: May 20, 2014
Abstract
This study uses a between-subjects experimental design to test the effect of two sales promotion formats (coupon versus markdown) with either high and low face values on consumer attitudes toward the deal, perceived product quality, and purchase intentions. The reputation of the retailer offering the deal is predicted to moderate the relationship between the promotional offer and consumer responses. Consumers perceive product quality to be...
Paper Details
Title
Effects of sales promotion type and promotion depth on consumer perceptions: the moderating role of retailer reputation
Published Date
May 20, 2014
Volume
25
Issue
1
Pages
72 - 86
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