Framing and Sales Promotions: The Characteristics of a ″Good Deal″

Campbell, Leland; Diamond, William D.

doi:10.1108/eum0000000002586

Cited by 114 publications

(96 citation statements)

References 2 publications

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“…Past research on framing of sales promotion has found that non-monetary promotions are more likely to be framed as gains, whereas monetary promotions are framed as reduced losses Campbell and Diamond, 1990;Diamond and Campbell, 1989;Diamond and Johnson, 1990;and Diamond and Sanyal, 1990). For example, Campbell and Diamond (1989) found that consumers regarded non-monetary promotions, such as free goods or extra amounts of the product, as "extra gains," while they regarded monetary promotions, such as discounts, as "reduced losses (losing less than usual)."…”

Section: Effect Of Coupon Benefit On Redemption Ratementioning

confidence: 99%

Online vs. Offline Coupon Redemption Behaviors

Jung¹,

Lee²

2010

IBER

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Section: Effect Of Coupon Benefit On Redemption Ratementioning

confidence: 99%

Online vs. Offline Coupon Redemption Behaviors

Jung¹,

Lee²

2010

IBER

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“…However, many researchers mention that a range of promotions involving monetary and non-monetary methods have been used and further added that there is a big difference between the two strategies (Campbell & Diamond, 1990, Tellis 1998. Free rewards are given to the consumer immediately on purchase of products and are transactional in character.…”

Section: Types Of Sales Promotionmentioning

confidence: 99%

Sales Promotion Effectiveness: The Impact of Culture on Demographic Level

Huynh¹

2016

IBR

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Sales promotion is an essential tool which leads to real increase in sales and profit. According to previous studies, sales promotions are effective at a cross cultural level when they provide benefits that go hand in hand with those of the promoted product. However, there is no literature state about the different sales promotion consumer benefits influences on its effectiveness at the demographic level (urban verses rural). To address this concern, this paper seeks to explore the congruence framework by analyzing how culture at a demographic group level impacts sales promotion. The objective is to investigate whether cultural differences at this level will have an impact at the effectiveness of sales promotion. This conceptual paper sheds light on the influence of culture in demographic group level in determining the response of consumers to sales promotions. The findings will contribute to the understanding of products and promotion types in the Vietnam retailers. It will also allow manufacturing companies to focus better on their strategies for marketing their products towards the Vietnamese consumer.

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“…On the other hand, non-price promotions such as free gifts, free samples, sweepstakes and contests in communication strategies are becoming very popular among retailers [Palazón and Delgado-Ballester 2009]. Non-price promotions do not influence individuals' internal reference prices and consequently are less likely to create a negative influence on the consumer's perceptions of brands [Campbell and Diamond 1990]. Similarly, nonprice promotions help communicating distinctive brand attributes and contribute to improve brand equity [Chu and Keh 2006].…”

Section: Antecedents Of Sbbementioning

confidence: 99%