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Die Wirkung von Preis- und Nicht-Preis-Promotions auf die Markenloyalität

Author

Listed:
  • Karen Gedenk

    (Johann Wolfgang Goethe-Universität Frankfurt)

  • Scott A. Neslin

    (Dartmouth College)

Abstract

Summary This paper develops a model for measuring the effects of sales promotion on purchase event feedback. The model directly assesses the extent to which promotion purchases contribute differently than non-promotion purchases to the dynamic component of Guadagni and Little’s (1983) “brand loyalty” measure. It is applied to two product categories to compare the effects of price versus non-price promotions. Results suggest that the model improves the fit over a conventional model. Substantively, the results indicate that price promotions are associated with negative purchase event feedback compared to non-promotion purchases, while non-price promotions such as features, or sampling have no effect or in fact are associated with positive purchase event feedback, compared to purchases made off promotion. We discuss the implications of the research for both academics and practitioners.

Suggested Citation

  • Karen Gedenk & Scott A. Neslin, 2000. "Die Wirkung von Preis- und Nicht-Preis-Promotions auf die Markenloyalität," Schmalenbach Journal of Business Research, Springer, vol. 52(4), pages 370-392, June.
    • Handle: RePEc:spr:sjobre:v:52:y:2000:i:4:d:10.1007_bf03372622
    DOI: 10.1007/BF03372622
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    References listed on IDEAS

    as
    1. Magid M. Abraham & Leonard M. Lodish, 1993. "An Implemented System for Improving Promotion Productivity Using Store Scanner Data," Marketing Science, INFORMS, vol. 12(3), pages 248-269.
    2. Jain, Dipak C & Vilcassim, Naufel J & Chintagunta, Pradeep K, 1994. "A Random-Coefficients Logit Brand-Choice Model Applied to Panel Data," Journal of Business & Economic Statistics, American Statistical Association, vol. 12(3), pages 317-328, July.
    3. Inman, J Jeffrey & McAlister, Leigh & Hoyer, Wayne D, 1990. "Promotion Signal: Proxy for a Price Cut?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 74-81, June.
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