Consumer Responseto Sales Promotion Tools: The Moderating Role of Brand Awareness (Case of Turkish Market)
Journal Title: IOSR journal of Business and Management - Year 2019, Vol 21, Issue 1
Abstract
The effectiveness of sales promotion tools depend on many factors like the level of promotional benefit and brand equity and product nature. The purpose of this paper is to examine how brand awareness moderates consumers’ evaluations of different types of promotions including Premiums and price discount .This research uses a cross-sectional experiment to manipulate type of promotion, brand awareness and measures consumers’ value perceptions and purchase intentions and search intentions .The results obtained suggest that at highbrand awareness level and low brand awareness levelprice discounts are more effective than premium.
Authors and Affiliations
Mokhles Alnazer
Keywords
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- EP ID EP444367
- DOI 10.9790/487X-2101031823.
- Views 64
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