Presents an account of a study which examined consumer perceptions of bonus pack offers. A bonus pack is a manufacturer’s sales promotion technique of giving the buyer an extra quantity of a product at the usual price (e.g. an extra 6 oz free; buy four, get one free). No scholarly research on...

UK supermarkets need to be able to assess the current efficacy of the budget they allocate to promotional activities aimed at boosting sales. Therefore, the main objective of this article is to investigate consumer response to the four different promotional deals most commonly used in UK...

Zusammenfassung Mit der Digitalisierung der Arbeitswelt wird die Frage nach einer humanen Gestaltung von Arbeit neu diskutiert. Der Beitrag zeigt anhand einer empirischen Fallstudie zur Implementierung eines digitalen Warenwirtschaftssystems („Shelvesfit“) in einem Handelskonzern, wie sich...

This article describes how in the modern era e-commerce is growing exponentially and the consumers are more likely to shop online. The purpose of this article is to assess the relationship between website quality and the online impulse buying behavior (OIBB). This article further explores the...

Presents a communications relationship model for setting promotional goals. The model divides promotional objectives into short, mid‐ and long‐range goals and helps present advertising and related promotional tools as an ongoing process. Its focus is primarily on how advertising and related...

Reviews and critiques literal views of product comprehension which rely on recall of key product claims to measure “correct” comprehension. Presents a constructive view of comprehension where product comprehension is seen as the process of forming personal interpretations of a product′s...

Businesses will spend millions of dollars associating their products with athletes through product endorsements. Finding the “best” athlete to make the endorsement is a crucial decision. Several theoretical perspectives suggest that the sport from which the athlete comes may be an important...

Considers the nature and extent of sales promotion activity. Examines promotions as a method of protecting a brand in the future, various promotion techniques, and how to prepare for the growth of a promotion. Surmises that the trends that have made promotion so prevalent will continue, so...

Investigates the role and management of sales promotion in US companies. Reports on a study intended to identify factors that influence sales promotion management. Concludes that the product category and the firm′s position within the category are related to sales promotion behaviour, with...

Considers the differences between consumer perceptions of onmonetary promotions such as free extra product and monetary promotions such as discounts and rebates. Reports on an experiment which found that monetary promotions did not have to be as large as onmonetary promotions to be noticed by...