Narrow search
Showing 1 - 10 of 31,321
Cover Image
Advertising vs sales promotion: a brand management perspective
Low, George S.; Mohr, Jakki J. - In: Journal of Product & Brand Management 9 (2000) 6, pp. 389-414
brands in the early phases of the product life cycle; and more experienced brand managers who are subject to less retail … influence. Also, brands with higher budget allocations to advertising, relative to sales promotion, tend to have more favorable …
Persistent link: https://www.econbiz.de/10014895701
Cover Image
Sales promotion influencing consumer brand preferences/purchases
Schultz, Don E.; Block, Martin P. - In: The journal of consumer marketing 31 (2014) 3, pp. 212-217
Persistent link: https://www.econbiz.de/10010395519
Cover Image
Event sponsorship in China
Fan, Ying; Pfitzenmaier, Nico - In: Corporate Communications: An International Journal 7 (2002) 2, pp. 110-116
Promotional events or event marketing is currently at the infant stage in China, but holds great potential for the future. This is concluded from an Internet‐based survey. The respondents believe that event promotion provides international companies with a viable alternative to the...
Persistent link: https://www.econbiz.de/10014691528
Cover Image
Sales promotions as strategic communication: the case of Singapore
Wah Lee, Chun - In: Journal of Product & Brand Management 11 (2002) 2, pp. 103-114
Although an integral component of many marketing communications strategies, relatively little has been written about the management of consumer sales promotions. Explores a framework that examines the relative importance of key factors on managers’ use of two consumer promotional tools:...
Persistent link: https://www.econbiz.de/10014895729
Cover Image
The promotional planning process and its impact on consumer franchise building: the case of fast‐moving goods companies in New Zealand
Stewart, David; Gallen, Bridget - In: Journal of Product & Brand Management 7 (1998) 6, pp. 557-567
The promotional planning process is seen as being responsible for many of the problems associated with the increase in sales promotions. Planning, implementation and evaluation processes are influenced by the potentially conflicting goals of senior management and brand/product managers, a...
Persistent link: https://www.econbiz.de/10014896531
Cover Image
Factors influencing the price premiums that consumers pay for national brands over store brands
Sethuraman, Raj; Cole, Catherine - In: Journal of Product & Brand Management 8 (1999) 4, pp. 340-351
national brands over store brands in grocery products. We define price premium as the maximum price consumers will pay for a …
Persistent link: https://www.econbiz.de/10014896555
Cover Image
Sales Promotions as a Competitive Strategy
Davies, Mark - In: Management Decision 30 (1992) 7
Sales promotions are often conceived as having tactical, rather than strategic, potential. This is accounted for by the sheer diversity of promotions, together with the hectic nature of marketing management. Proposes that promotions can provide strategic direction in guiding, targeting and...
Persistent link: https://www.econbiz.de/10014934880
Cover Image
Will you choose a low-rating hotel that offers promotions? : insights from the prospect theory
Han, Wenjia; Bai, Billy; Raab, Carola; Shum, Cass; … - In: Journal of travel and tourism marketing 41 (2024) 3, pp. 418-432
Persistent link: https://www.econbiz.de/10014513657
Cover Image
Parental evaluation of popular brand names given as Christmas gifts and sources of information used in these decisions
Clarke, Peter; McAuley, Andrew - In: Journal of Consumer Marketing 27 (2010) 6, pp. 534-542
Purpose – Parents' exposure to children's brands appears rather limited; while brands sell at Christmas, there are … at Christmas and the sources used to gather information about brands. Design/methodology/approach – Data were gathered … popular brands when buying Christmas gifts for their children. These low evaluations are across functional, symbolic and …
Persistent link: https://www.econbiz.de/10014848837
Cover Image
Leaving home: brand purchase influences on young adults
Feltham, Tammi S. - In: Journal of Consumer Marketing 15 (1998) 4, pp. 372-385
A widely held assumption is that brands purchased by the family will continue to be purchased by the children when they … parental influence (the degree to which brands purchased by students corresponded to brands purchased by parents), roommate …
Persistent link: https://www.econbiz.de/10014849213