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



Share Proceeding

Featured papers

See More

Featured

Dancing with Commercialism: Emphasizing Dramatism to Persuade

Yuxin Bai, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Hayley Cocker, Lancaster University, UK

Read More

Featured

Self-Producer`s Journey: Identity Construction and Transformation in Self-Production

S. Sinem Atakan, Ozyegin University, Turkey
Mina Seraj, Ozyegin University, Turkey

Read More

Featured

E1. Effects of Recipients’ Emotional Expressions on Donors’ Preference for Helping with Development versus Survival

Xue Wang, University of Hong Kong
He (Michael) Jia, University of Hong Kong
Sara Kim, University of Hong Kong

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.