Developing in-store brand strategies and relational expression through sales promotions

Volume: 47, Pages: 241 - 250
Published: Mar 1, 2019
Abstract
This paper explores in-store sales promotion as a tool for manufacturers in developing in-store relationships with consumers. Our empirical application in the ice cream category examines the effects of sales promotions (non-monetary vs. monetary) on perceived brand expression. The results show that non-monetary promotions generate more relational benefits than price-based promotions. They appear to be a significant lever in developing...
Paper Details
Title
Developing in-store brand strategies and relational expression through sales promotions
Published Date
Mar 1, 2019
Volume
47
Pages
241 - 250
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