The long-term effects of sales promotions on brand attitude across monetary and non-monetary promotions

• Published in: Psychology & marketing Vol. 28; no. 9; pp. 879 - 896
• Main Authors: Yi, Youjae, Yoo, Jaemee
• Format: Journal Article
• Language: English
• Published: Hoboken Wiley Subscription Services, Inc., A Wiley Company 01.09.2011; Wiley; Wiley Periodicals Inc
• Subjects: Attitudes; Brands; Comparative studies; Consumer attitudes; Konsumentenverhalten; Markenimage; Sales promotions; Südkorea; Unterhaltungselektronik-Industrie; Verkaufsförderung

This study compares the influence of sales promotions on brand attitude across promotion types over time. An experiment is conducted with 154 subjects, who are exposed to test materials for 12 weeks. Evidence shows that the long‐term effects of sales promotions on brand attitude vary across deal typ...