Do Sales Promotions Necessarily Erode Brand Equity? Maybe Not
The ratio of advertisements to sales promotion in the IMC budget, which was heavily skewed towards ads earlier, has now shifted towards promotions despite the research evidence that promotions erode brand equity. This widespread usage of sales promotions by the industry, despite the conflicting research findings forms the background for this paper. The study finds that under certain situations (high involvement/deal proneness and at high levels of advertising support), even non CFB promotions (e.g. discounts) help in improving brand equity. Thus the rise in promotional budgets could be attributed to these factors being present in several product markets.
Joshy Joseph and Sivakumaran Bharadhwaj (2008) ,"Do Sales Promotions Necessarily Erode Brand Equity? Maybe Not", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 823-823.
Joshy Joseph, Indian Institute of Technology Madras, India
Sivakumaran Bharadhwaj, Indian Institute of Technology Madras, India
NA - Advances in Consumer Research Volume 35 | 2008
Willingness to Pay: A Contextualized Method of Valuation
Sharlene He, Concordia University, Canada
Eric T. Anderson, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Less Time, More Procrastination? The Impact of Time Pressure on Task Initiation
Jing Jiang, Renmin University of China
Alisa Yinghao Wu, Columbia University, USA
Understanding the Framing of Recommendations
Jia Gai, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands