A Study on Classification of Tie-In Promotion Tools According to Consumers' Benefit Fit
This study was intended to classify tie-in promotion tools according to the criteria of benefit-fit between consumer and tie-in promotion. To do this, a three step study was executed. First, 12 tie-in promotion tools were extracted through case analysis. Second, it was produced that the most important factor deciding tie-in promotion preference was benefit-fit between consumer pursuit benefit and tie-in promotion supplying benefit through in-depth interview. Third, by the experiment, 12 tie-in promotion tools were classified into 4 types such as high hedonic benefit-added, high utilitarian benefit-added, low hedonic benefit-added, and low utilitarian benefit-added.
Citation:
Jung Ok Jeon, Hyun Hee Park, Eun Mi Lee, and Jeong Hoan Seo (2011) ,"A Study on Classification of Tie-In Promotion Tools According to Consumers' Benefit Fit", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 135-136.
Authors
Jung Ok Jeon, Division of Business Administration, Pukyong National University, Korea
Hyun Hee Park, School of Business Administration, Kyungpook National University, Korea
Eun Mi Lee, Division of Business Administration, Pukyong National University, Korea
Jeong Hoan Seo, Department of Business Administration, Changshin University, Korea
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011
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