The Effects of a Direct Mail Coupon on Brand Choice Behavior

Bawa, Kapil; Shoemaker, Robert W.

doi:10.2307/3151384

Cited by 126 publications

(53 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…These benefits and costs are not related to the attraction of the specific store itself or its loyalty program, but refer to a consumer's attitude and perceptions of loyalty programs in general. 2 We assume that the general attitude consumers have towards loyalty programs can partly explain their memberships of specific programs, similar to what has been found for the usage of promotions and coupons (Chandon, Wansink, & Laurent 2000;Bawa & Shoemaker, 1987). We distinguish between perceived economic benefits (rewards) and non-economic (psychological and sociological) benefits.…”

Section: Drivers Of Loyalty Program Membershipmentioning

confidence: 99%

Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members

Leenheer

Heerde²,

Bijmolt³

et al. 2007

International Journal of Research in Marketing

367

381

View full text Add to dashboard Cite

One of the pressing issues in marketing is whether loyalty programs really enhance behavioral loyalty. Loyalty program members may have a much higher share-of-wallet at the firm with the loyalty program than non-members have, but this does not necessarily imply that loyalty programs are effective. Loyal customers may select themselves to become members in order to benefit from the program. Since this implies that program membership is endogenous, we estimate models for both the membership decision (using instrumental variables) and for the effect of membership on share-of-wallet, our measure of behavioral loyalty. We use panel data enhance share-of-wallet, and we provide guidelines how to achieve this.

show abstract

Section: Drivers Of Loyalty Program Membershipmentioning

confidence: 99%

Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members

Leenheer

Heerde²,

Bijmolt³

et al. 2007

International Journal of Research in Marketing

367

381

View full text Add to dashboard Cite

show abstract

“…It was referred that, using price promotions would negatively affect the long-run of brand assets (Park & Srinivasan, 1994;Simon & Sullivan, 1993). In addition, Bawa and Shoemaker (1987) suggest that, after the redemption purchase, the majority of consumers return to buy their precoupon choice behavior. Park and Srinivasan (1994) referred that price promotions have negative effect on brand profitability, which directs manufacturers to seek ways to support loyalty toward their brands.…”

Section: Monetary Promotion and Dimensions Of Brand Equitymentioning

confidence: 99%

Distribution Intensity, Advertising, Monetary Promotion, and Customer-Based Brand Equity: An Applied study in Egypt

Ebeid¹

2014

IJMS

View full text Add to dashboard Cite

Brand equity is so essential issue to be considered by manufacturers and retailers as well, that is to manage the brand rationally. The aim of the current research is to support managers in terms of determining the expected influence of marketing activities on the brand equity, which implies for the relative fund each activity deserves. The study investigated the potential effects of brand equity drivers (i.e., distribution intensity, advertising, monetary promotion) on the dimensions of customer-based brand equity. In addition, the research investigates the inter-relationships among the dimensions of brand equity. The study was built on data derived from 497 respondents. The results indicate that the proposed model reflects perfect fit to the data. The most of the hypothesized influences were significant and took the expected directions. The results would lead to suggest that brand awareness is the starting point to constitute the customer-based brand equity. Discussion and implications are provided.

show abstract

“…No existe el freno que supone probar un nuevo producto o servicio y que obliga a realizar una oferta superior o dar otra ventaja adicional para vencerlo. Los consumidores que demuestran preferencias por una marca son menos sensibles a las promociones de otras marcas que aquellos que tienen preferencias moderadas por la misma marca (Ortmeyer, Lattin & Montgomery, 1991) y las marcas más preferidas tienen redenciones superiores que aquellas que lo son menos (Bawa & Shoemaker, 1987).…”

Section: Factores Que Ayudan a Aumentar La Efectividad En Las Promociunclassified

Los factores clave del éxito de las promociones realizadas con dispositivos móviles de última generación: un análisis teórico

Coy

Medina

2013

Pensar Public.

View full text Add to dashboard Cite

ResumenLa utilización de los dispositivos móviles ha crecido exponencialmente en los últimos 15 años llegando a la culminación con la introducción de los teléfonos inteligentes y las tabletas. Las empresas y organizaciones tienen un nuevo canal con múltiples posibilidades comerciales y lo están aprovechando. Analizar esta realidad a través de la literatura académica ha sido el objetivo de esta investigación. Nos ha permitido averiguar por qué las empresas utilizan cada vez más los dispositivos móviles para realizar promociones comerciales y nos ha mostrado los factores clave para realizar promociones exitosas utilizando los terminales móviles de última generación como soporte promocional.

show abstract

The Effects of a Direct Mail Coupon on Brand Choice Behavior

Cited by 126 publications

References 0 publications

Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members

Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members

Distribution Intensity, Advertising, Monetary Promotion, and Customer-Based Brand Equity: An Applied study in Egypt

Los factores clave del éxito de las promociones realizadas con dispositivos móviles de última generación: un análisis teórico

Contact Info

Product

Resources

About