판매촉진의 부메랑 효과: 판매촉진유형과 브랜드 명성을 중심으로

다국어 초록 (Multilingual Abstract)

This study examines how the post-promotion purchase intention varies by promotion types and brand reputation. This study focuses on price discounts and bonus packs which are the most frequently used types of sales promotion. We predicted that consumers responses would be changed after the end of sales promotion by the level of the brand reputation. In order to test the hypotheses, two experiments were conducted with coffee and hamburger as stimuli in experiments. In both experiments, we confirmed the results of similar patterns. The results showed that the purchase intention after the end of sales promotion is higher in the bonus packs than in the price discounts in the low brand reputation, but there is no difference between the price discount and the bonus pack in the high brand reputation. Academically, this study suggests the necessity and importance of research on the consumer response after sales promotion. In addition, in practice, regarding the consumers negative response to the end of sales promotion, we suggests that bonus packs may be more effective than price discounts for SMEs.

참고문헌 (Reference)

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