Brand experience as a moderator of the negative impact of promotions
Publication
, Journal Article
Ortmeyer, G; Huber, J
Published in: Marketing Letters
January 1, 1991
While price promotions are generally believed to have a positive impact on immediate sales, their effects on attitude towards repurchase, quality perceptions, and repurchase are far less clear. We present a study that tests the effect of brand experience in moderating the negative impact of promotions. The results of the laboratory study indicate that the negative impact of a discount on perceptions of quality and subsequent intent to purchase at full price is eliminated among those who had tried the brand. The moderation of the negative impact of promotions has not been previously shown to occur despite its prediction by a variety of behavioral theories. © 1990 Kluwer Academic Publishers.
Duke Scholars
Published In
Marketing Letters
DOI
EISSN
1573-059X
ISSN
0923-0645
Publication Date
January 1, 1991
Volume
2
Issue
1
Start / End Page
35 / 45
Related Subject Headings
- Marketing
- 1505 Marketing
Citation
APA
Chicago
ICMJE
MLA
NLM
Ortmeyer, G., & Huber, J. (1991). Brand experience as a moderator of the negative impact of promotions. Marketing Letters, 2(1), 35–45. https://doi.org/10.1007/BF00435194
Ortmeyer, G., and J. Huber. “Brand experience as a moderator of the negative impact of promotions.” Marketing Letters 2, no. 1 (January 1, 1991): 35–45. https://doi.org/10.1007/BF00435194.
Ortmeyer G, Huber J. Brand experience as a moderator of the negative impact of promotions. Marketing Letters. 1991 Jan 1;2(1):35–45.
Ortmeyer, G., and J. Huber. “Brand experience as a moderator of the negative impact of promotions.” Marketing Letters, vol. 2, no. 1, Jan. 1991, pp. 35–45. Scopus, doi:10.1007/BF00435194.
Ortmeyer G, Huber J. Brand experience as a moderator of the negative impact of promotions. Marketing Letters. 1991 Jan 1;2(1):35–45.
Published In
Marketing Letters
DOI
EISSN
1573-059X
ISSN
0923-0645
Publication Date
January 1, 1991
Volume
2
Issue
1
Start / End Page
35 / 45
Related Subject Headings
- Marketing
- 1505 Marketing