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Franchise evaluations of promoted brands: Examining the influence of type of sales promotion, product quality, company reputation, and consumer involvement.

机译：促销品牌的特许经营评估：检查促销类型，产品质量，公司声誉和消费者参与度的影响。

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摘要

The effects of sales promotions on promoted brands is an area that has tremendous implications for both academic and practitioner marketers. The results to date have been inconsistent and diverse because of theoretical and methodological shortcomings. The present dissertation provides empirical evidence for resolution of some inconsistencies by improving the theory and the methods to examine the effects of sales promotions on promoted brands.;In summary, the results show that consumer evaluations (franchise) of promoted brands are determined by the type of sales promotion, and are moderated by the quality of the promoted product, and the reputation of the company that offers the promotion.;In detail, the results show that products associated with sales promotions are evaluated higher when sales promotions are image-related versus price-related. Moreover, the evaluations of high quality products are higher than the evaluations of low quality products irrespective of promotion. Company reputation has the same effects as the quality of the product. Consumer involvement influences evaluations of sales promotions but its effects have been statistically removed as a covariate.;When the combined effects of sales promotion type and product quality are considered then the results show that for high quality products type of sales promotion makes no difference on consumer franchise. But when the quality of the product is low, then priceoffs result in lower evaluations than image-related strategies. Similar patterns were found when the reputation of the company and type of sales promotion were considered together. Finally, when quality of the product and the reputation of the company are considered together, product quality has a stronger effect on consumer franchise than reputation.
机译：促销对促销品牌的影响是一个对学术和从业营销人员都具有巨大影响的领域。迄今为止，由于理论和方法上的缺陷，结果一直不一致且多样化。本文通过改进促销手段对促销品牌影响的理论和方法，为解决一些矛盾提供了经验证据。综上所述，结果表明，促销品牌的消费者评价（特许经营）是由类型决定的。促销，并受促销产品的质量和提供促销的公司的声誉所控制。;详细地，结果表明，与促销相关的产品与图片相关时，与促销相关的产品的评价较高价格相关。而且，无论促销如何，高质量产品的评估都高于劣质产品的评估。公司声誉与产品质量具有相同的影响。消费者的参与影响了促销的评估，但其影响已作为协变量在统计学上被去除。当考虑促销类型和产品质量的综合影响时，结果表明，对于促销的高质量产品，促销类型对消费者没有影响专营权。但是，当产品质量低下时，价格下降会导致比图像相关策略的评估价值低。当同时考虑公司的声誉和促销类型时，发现了类似的模式。最后，当同时考虑产品质量和公司声誉时，产品质量对消费者特许经营的影响大于声誉。

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  • 作者

    Pagiavlas, Notis A.;

  • 作者单位

    The University of Texas at Arlington.;

  • 授予单位 The University of Texas at Arlington.;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 1996
  • 页码 149 p.
  • 总页数 149
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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