FRINK Linked Data Fragments server

Matches in SemOpenAlex for { <https://semopenalex.org/work/W790053089> ?p ?o ?g. }

• W790053089 startingPage "40" @default.
• W790053089 abstract "AbstractThis 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: Premiums, Price Discounts, Promotional Benefit level, Brand awareness.IntroductionSales promotion has become a pivotal element in the marketing communication mix because it is very effective in the short term (sales volume increasing) and in the long term (brand equity building) and supports the other element in promotional mix like advertising. Kotier and Armstrong11 show that advertising offers reasons to buy a product or service whereas sales promotion offers reasons to buy now.The marketers spend long time in designing their promotional strategy because there are many variables to moderate the effective sales promotion tools.1. Variables related to promotional offer like Promotional benefit level16 and Promotion offer frame6.2. Variables related to product like Product type3, Brand type13, Perceived performance risklz.3. Variables related to consumer like Deal Proneness19, Price consciousness15.Consumer response to monetary and nonmonetary promotionsSales promotions have often been classified by researchers as monetary or nonmonetary3, for example, a price discount (e.g. 50 percent off) would be a monetary promotion and free gift would be a nonmonetary promotion. Zheng et al24 for example argue that price discount is a temporary reduction of the list price of the product, while d'Astous et al5 show that free gift is simply a product or a service offered free or at a relatively low price in return. The implications of Prospect Theory Value Function10 for sales promotions provide plausible explanations for different consumer reactions to different promotional framings.Based on this theory, consumers perceive a promotion relative to a subjective reference point (e.g. the reference price of the product). Then it is probable that a monetary promotion would be considered as a reduction in the loss because it reduces the purchase price while a nonmonetary promotion would be viewed as a gain obtained in the transaction.The logic of this reasoning is clear. People tend to evaluate price discounts in relative terms because both the purchase price and the change are expressed in monetary terms. However, when consumers are offered a free gift, they do not have an accurate understanding of its pecuniary value which makes it more difficult to discount its value from the product price. This may inhibit consumers' tendency to evaluate the promotion in relation to the focal product or its price.Therefore, the type of promotion determines the mental accounting conducted which is a segregate evaluation in the case of free gift and an integrate evaluation when analyzing price discounts. These notions of integration or segregation resemble the types of reasoning suggested by Nunes and Park14 in a sales promotions context. The use of discounts places a greater emphasis on price, leading people to assess the incentive relative to what they pay (relativistic and quantitative reasoning) while free gift takes the focus away from price (absolute and qualitative reasoning).Consequently, the fact that the promotional framing (monetary or nonmonetary) determines the difficulty of its analysis leads to the conclusion that two promotional tools with an equal promotional benefit are evaluated differently. For example, Sinha and Smith20 showed that the transaction value for three economically equivalent promotions could be different, being highest for price promotion (50% oft), followed by extra-product promotion (buy one, get one free) and finally mixed promotion (buy two, get 50% off). …" @default.
• W790053089 created "2016-06-24" @default.
• W790053089 creator A5077374186 @default.
• W790053089 date "2013-12-01" @default.
• W790053089 modified "2023-09-23" @default.
• W790053089 title "The Moderating Role of Promotional Benefit Level and Brand Awareness on the Effectiveness of Price Discount and Premium" @default.
• W790053089 cites W1965202160 @default.
• W790053089 cites W1972229228 @default.
• W790053089 cites W1983307815 @default.
• W790053089 cites W1987906361 @default.
• W790053089 cites W1989384586 @default.
• W790053089 cites W1994840692 @default.
• W790053089 cites W2055074867 @default.
• W790053089 cites W2059259554 @default.
• W790053089 cites W2063348842 @default.
• W790053089 cites W2078034182 @default.
• W790053089 cites W2119693838 @default.
• W790053089 cites W2124557784 @default.
• W790053089 cites W2133037631 @default.
• W790053089 cites W2133469585 @default.
• W790053089 cites W2163000154 @default.
• W790053089 cites W2170319631 @default.
• W790053089 cites W3123707289 @default.
• W790053089 cites W3147133440 @default.
• W790053089 cites W3095536843 @default.
• W790053089 hasPublicationYear "2013" @default.
• W790053089 type Work @default.
• W790053089 sameAs 790053089 @default.
• W790053089 citedByCount "2" @default.
• W790053089 countsByYear W7900530892017 @default.
• W790053089 countsByYear W7900530892019 @default.
• W790053089 crossrefType "journal-article" @default.
• W790053089 hasAuthorship W790053089A5077374186 @default.
• W790053089 hasConcept C112698675 @default.
• W790053089 hasConcept C119857082 @default.
• W790053089 hasConcept C139749660 @default.
• W790053089 hasConcept C144133560 @default.
• W790053089 hasConcept C152455256 @default.
• W790053089 hasConcept C162324750 @default.
• W790053089 hasConcept C162853370 @default.
• W790053089 hasConcept C175444787 @default.
• W790053089 hasConcept C17744445 @default.
• W790053089 hasConcept C199539241 @default.
• W790053089 hasConcept C205971072 @default.
• W790053089 hasConcept C2524010 @default.
• W790053089 hasConcept C2776291640 @default.
• W790053089 hasConcept C2777364431 @default.
• W790053089 hasConcept C2778268174 @default.
• W790053089 hasConcept C2780378061 @default.
• W790053089 hasConcept C2781402841 @default.
• W790053089 hasConcept C33923547 @default.
• W790053089 hasConcept C41008148 @default.
• W790053089 hasConcept C57375061 @default.
• W790053089 hasConcept C90673727 @default.
• W790053089 hasConcept C94625758 @default.
• W790053089 hasConcept C98147612 @default.
• W790053089 hasConceptScore W790053089C112698675 @default.
• W790053089 hasConceptScore W790053089C119857082 @default.
• W790053089 hasConceptScore W790053089C139749660 @default.
• W790053089 hasConceptScore W790053089C144133560 @default.
• W790053089 hasConceptScore W790053089C152455256 @default.
• W790053089 hasConceptScore W790053089C162324750 @default.
• W790053089 hasConceptScore W790053089C162853370 @default.
• W790053089 hasConceptScore W790053089C175444787 @default.
• W790053089 hasConceptScore W790053089C17744445 @default.
• W790053089 hasConceptScore W790053089C199539241 @default.
• W790053089 hasConceptScore W790053089C205971072 @default.
• W790053089 hasConceptScore W790053089C2524010 @default.
• W790053089 hasConceptScore W790053089C2776291640 @default.
• W790053089 hasConceptScore W790053089C2777364431 @default.
• W790053089 hasConceptScore W790053089C2778268174 @default.
• W790053089 hasConceptScore W790053089C2780378061 @default.
• W790053089 hasConceptScore W790053089C2781402841 @default.
• W790053089 hasConceptScore W790053089C33923547 @default.
• W790053089 hasConceptScore W790053089C41008148 @default.
• W790053089 hasConceptScore W790053089C57375061 @default.
• W790053089 hasConceptScore W790053089C90673727 @default.
• W790053089 hasConceptScore W790053089C94625758 @default.
• W790053089 hasConceptScore W790053089C98147612 @default.
• W790053089 hasIssue "12" @default.
• W790053089 hasLocation W7900530891 @default.
• W790053089 hasOpenAccess W790053089 @default.
• W790053089 hasPrimaryLocation W7900530891 @default.
• W790053089 hasRelatedWork W1865178990 @default.
• W790053089 hasRelatedWork W2003629494 @default.
• W790053089 hasRelatedWork W2016342357 @default.
• W790053089 hasRelatedWork W2042677859 @default.
• W790053089 hasRelatedWork W2098049132 @default.
• W790053089 hasRelatedWork W2127891867 @default.
• W790053089 hasRelatedWork W2140790497 @default.
• W790053089 hasRelatedWork W2174807973 @default.
• W790053089 hasRelatedWork W2263807119 @default.
• W790053089 hasRelatedWork W2281448700 @default.
• W790053089 hasRelatedWork W2287534763 @default.
• W790053089 hasRelatedWork W2345821117 @default.
• W790053089 hasRelatedWork W2529551193 @default.
• W790053089 hasRelatedWork W2599979533 @default.
• W790053089 hasRelatedWork W2769207125 @default.
• W790053089 hasRelatedWork W3174881416 @default.

• next