The Moderating Role of Promotional Benefit Level and Brand Awareness on the Effectiveness of Price Discount and Premium

This research uses a cross-sectional experiment to manipulate promotional benefit level, type of promotion, brand awareness and measures consumers' value perceptions and purchase intentions. The results obtained suggest that at high benefit levels and moderate benefit level, price discounts are more effective than premiums, also at high brand awareness level and low brand awareness level, price discounts are more effective than premium.Keywords:...