A Comprehensive Model of Independent Retailer Promotion Decision Making

The focus of this study was an exploratory investiga- tion of the promotion decision making processes of the executives of small business, independent retailers. The goals were to develop a potentially generalizable model of these processes and to assess the applicability of protocol analysis as an appropriate methodology. A potentially generalizable model was constructed and preliminarily validated by practitioners. The protocol method proved to be ap- propriate in providing the necessary model building information.     

Applying transaction utility theory to sales promotion – the impact of culture on consumer satisfaction

Customer satisfaction is known to have a positive impact on market share and satisfaction levels may be moderated by factors such as price sensitivity and perceived value. Transaction utility theory tells us that consumers make overall cognitive judgements about a price-based promotion after the experience, driving their intention to repeat the process in the future. Studies do show a link between unexpected product promotions and increased cognitive processing of satisfaction and pleasure, and other studies highlight the relationship between consumption satisfaction and culture. However, few studies consider links between culture and acquisition and transaction utility. This study examines the impact of culture on satisfaction and pleasure with, and resultant preference for, price-based sales promotion in two culturally dissimilar consumer markets, New Zealand and China. The study finds that, while transaction utility theory is supported in the collectivist market of China, it is not in the individualist market of New Zealand, suggesting a need for further investigation cross-culturally.     

我国大型超市品牌资产价值提升研究

目前,我国零售业竞争异常激烈,各大超市在品牌资产建设上却显得捉襟见肘,品牌资产提升效果不尽人意。要从本质上提升品牌资产,大型超市必须在深入理解品牌知名度、品牌形象来源等因素基础上,探究影响品牌资产的关键驱动因素。在超市的选址、商品的选择、价格策略、促销手段等方面制定品牌价值的提升策略。管理者要有效实施顾客满意工程,创新企业为文化,从而实现品牌价值增值,提升品牌竞争力。     

基于品牌推广的企业体育营销策略分析

体育营销作为现在一种重要的营销手段,对公司产品的品牌推广有着无与伦比的作用。重大体育赛事具有高度的关注度,媒体参与报道的力度也是空前的,品牌曝光率往往因此发挥到最大化。部分企业在新产品的品牌推广时会借助体育营销来搭建一个高效率的载体,但同时这也是一个风险承担的过程。体育营销战略的制定是否契合企业的品牌推广和企业的整体营销模式,则需要我们进一步的分析和思考     

Exciting on Facebook or competent in the newspaper? Media effects on consumers’ perceptions of brands in the fashion category

Abstract

Media investments are continuously shifting from traditional media like newspapers to digital alternatives like websites and social media. This study investigated if and how media choice between the two rival channels can influence consumers’ perceptions of a novel brand. 504 Swedish retail fashion customers participated in an experiment to evaluate the identical advertisement placed either in a national newspaper or on Facebook. The results revealed that advertising in a newspaper can have a positive effect on brand equity facets and purchase intention through brand personality perceptions of being competent, while advertising on Facebook have similar effects but through perceptions of being exciting. Besides some evidence that choice between traditional and new media affects brand personality this study is one of the first attempts to incorporate media channel choice into the broader customer-based brand equity framework. The results from this particular study suggest that media channel choice should be considered from a brand equity building perspective at least in the fashion category. This study shows that different media channels could complement each other strategically, as traditional media channels still can have valuable and unique contributions to brand building through brand personality perceptions, especially for brands striving to be perceived as competent.     

Arts Sponsorship Versus Sports Sponsorship: Which Is Better for Marketing Strategy?

This paper identifies the distinctive features of nonprofit arts sponsorship relative to profit driven sports sponsorship and shows that although arts sponsorship has been little researched, it is a potentially important means of marketing. The methodology employed was a literature review on sponsorship that attempted to distinguish arts sponsorship from sports sponsorship. Then, we present the findings from 23 in-depth interviews with arts sponsee managers, to reveal how they see themselves (as sponsees) being differentiated from sports sponsees. The literature and interview findings are brought together in a discussion that highlights the differences between arts sponsorship and sports sponsorship in terms of target audience, the relationship cost/benefit, range of emotions elicited, awareness, marketing metrics, goodwill, and learning potential. Finally, suggestions are made for future research.     

创意的网络广告给促销带来的影响

世界已经进入信息时代,以国际互联网络为基础的信息技术正在改变着我们的生活方式、工作方式和商务方式。从万维网到电子邮件,正逐渐成为广告媒体用以接触消费者,向消费者传递信息的强有力的工具。互联网络的前景正在以前所未有的速度在全球范围内普及开来。在适当的时间向人们传递适当的广告,能给商家带来不可预测的促销影响,能产生更大的经济效益。     

Who Receives What? The Influence of the Donation Magnitude and Donation Recipient in Cause-Related Marketing

Cause-related marketing campaign structural elements (CSEs) are individual message components that are selected for campaigns and have the ability to influence consumer intentions and behavior. In this study, the impact of donation magnitude (small; large) and donation recipient (branded and well-known; branded and fictitious; unbranded and well-known) on the dependent variables of consumer attitude toward the offer, attitude toward the alliance, and participation intention is explored by means of a 2?×?3 between-subjects experiment. Despite significant differences in familiarity with and attitude toward the donation recipient, significant differences between groups in terms of the dependent variables were not found. The nature of the sample (Generation Y), their attitude toward helping others and charitable organizations, social exchange theory, and equity theory are explored in an attempt to clarify the lack of significant differences pertaining to the dependent variables.     

Cause-related marketing influence on consumer responses: The moderating effect of cause–brand fit

The traditional focus on the study of cause–brand fit in cause-related marketing (CrM) is that it is a mediator variable between consumer perceptions and subsequent responses. However, the literature is not conclusive on this point. This study adopts a new perspective, considering cause–brand fit as a moderator variable rather than a direct antecedent to consumer evaluations of CrM. Thus, the main objective of this research is to examine the moderator role of cause–brand fit in the influence of two corporate associations elicited in CrM (corporate social responsibility (CSR) and corporate ability (CA) associations) on brand attitude and two behavioural consumer responses (purchase intent and support to non-profit organisation (NPO)). For this, a theoretical model is proposed, and it is estimated with a sample of 595 Spanish consumers of insurance and personal hygiene and toiletries products. Results show that when consumers perceive high social cause–brand fit, the positive influence of CSR associations on the formation of brand attitude is amplified. However, when cause–brand fit is low, brand attitude is formed via CA associations. Finally, consumer behavioural responses in favour of the brand (i.e. purchase intent) and social cause (i.e. support to NPO) are reinforced in a context of high cause–brand perceived fit.     

Consumer evaluations of service co-branding

Rooted in signaling theory, this paper investigates the effects of co-branding structure, category fit, and types of sales promotion on consumers’ evaluations of service brand alliance. Results of a 2?×?2?×?2 experiment with co-branded credit cards as the focal product show that an equals co-branding structure (combination of two equally strongly established brands) is more likely to have greater consumer evaluations than any major-minor structure. The alliance of a low-equity host brand and a high-equity partner tends to enjoy better consumer evaluations than the arrangement of a high-equity host brand and a low-equity partner does, demonstrating a dominating effect. Category fit, which stands for signal consistency, positively moderates the relationships between co-branding structure and consumer evaluations. For any major-minor structure, consumers evaluate brand alliance with non-monetary promotion more favorably than that with monetary promotion. For equals co-branding structure, however, promotion type does not influence co-branding evaluations.     

Modeling the Effects of Sponsorship-Linked Marketing: When Does Memory Matter?

The current study examined the mediating and moderating roles of sponsorship-linked marketing on the relationships among cognitive, affective, and behavioral sponsor evaluations. A panel of National Association for Stock Car Auto Racing (NASCAR) fans (N = 249) participated in an online survey, and the survey included multi-item scales including sponsor-brand recognition, consumer perceptions of property-based articulation, sponsorship-themed advertising, sponsorship-themed promotion, sponsor attitude, and purchase intention. Visit to sponsors' exhibits experience was incorporated as a moderator. This study provides empirical support for the full mediating role of sponsorship-linked marketing efforts in leveraging high levels of sponsor brand recognition into more desirable brand outcomes.