کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
886663 | 913081 | 2006 | 13 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: Effects of prior brand usage and promotion on consumer promotional response Effects of prior brand usage and promotion on consumer promotional response](/preview/png/886663.png)
We examine how prior purchases influence consumer response to promotional activity in brand choice decisions. To improve understanding of the nature of this influence, we separate previous purchases into those on promotion and those not on promotion, and consider their differential impact on subsequent brand choices. Impact may be observed at the brand level, category level, or both and we suggest circumstances in which each might occur. Across four product categories, consumer sensitivity to price, price promotions, and feature advertisements increases for all brands in the product category following a promotional purchase but also decreases for the most recently purchased brand. The magnitudes of the results indicate that prior promotional purchases influence choice more than prior brand usage does. We offer managerial recommendations regarding promotional activities, for both retailers and manufacturers.
Journal: Journal of Retailing - Volume 82, Issue 4, 2006, Pages 295–307