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Article: Effects of prior brand usage and promotion on consumer promotional response

TitleEffects of prior brand usage and promotion on consumer promotional response
Authors
KeywordsBrand usage
Consumer response
Price
Promotion
Issue Date2006
PublisherPergamon. The Journal's web site is located at http://www.elsevier.com/locate/jretai
Citation
Journal Of Retailing, 2006, v. 82 n. 4, p. 295-307 How to Cite?
AbstractWe 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. © 2006 New York University.
Persistent Identifierhttp://hdl.handle.net/10722/86042
ISSN
2015 Impact Factor: 2.014
2015 SCImago Journal Rankings: 2.056
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorBridges, Een_HK
dc.contributor.authorBriesch, RAen_HK
dc.contributor.authorYim, CK(B)en_HK
dc.date.accessioned2010-09-06T09:12:08Z-
dc.date.available2010-09-06T09:12:08Z-
dc.date.issued2006en_HK
dc.identifier.citationJournal Of Retailing, 2006, v. 82 n. 4, p. 295-307en_HK
dc.identifier.issn0022-4359en_HK
dc.identifier.urihttp://hdl.handle.net/10722/86042-
dc.description.abstractWe 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. © 2006 New York University.en_HK
dc.languageengen_HK
dc.publisherPergamon. The Journal's web site is located at http://www.elsevier.com/locate/jretaien_HK
dc.relation.ispartofJournal of Retailingen_HK
dc.subjectBrand usageen_HK
dc.subjectConsumer responseen_HK
dc.subjectPriceen_HK
dc.subjectPromotionen_HK
dc.titleEffects of prior brand usage and promotion on consumer promotional responseen_HK
dc.typeArticleen_HK
dc.identifier.openurlhttp://library.hku.hk:4550/resserv?sid=HKU:IR&issn=0022-4359&volume=82 &issue=4&spage=235&epage=307&date=2006&atitle=Effects+of+Prior+Brand+Usage+and+Promotion+on+Consumer+Promotional+Responseen_HK
dc.identifier.emailYim, CK(B): yimbck@hkucc.hku.hken_HK
dc.identifier.authorityYim, CK(B)=rp01122en_HK
dc.description.naturelink_to_subscribed_fulltext-
dc.identifier.doi10.1016/j.jretai.2006.08.003en_HK
dc.identifier.scopuseid_2-s2.0-33750932726en_HK
dc.identifier.hkuros113499en_HK
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-33750932726&selection=ref&src=s&origin=recordpageen_HK
dc.identifier.volume82en_HK
dc.identifier.issue4en_HK
dc.identifier.spage295en_HK
dc.identifier.epage307en_HK
dc.identifier.isiWOS:000242751700003-
dc.publisher.placeUnited Kingdomen_HK
dc.identifier.scopusauthoridBridges, E=7006128371en_HK
dc.identifier.scopusauthoridBriesch, RA=6506743269en_HK
dc.identifier.scopusauthoridYim, CK(B)=15770531500en_HK

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