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

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  • Gedenk, Karen
  • Neslin, Scott A.

Abstract

In diesem Beitrag wird ein Modell entwickelt, das die Wirkungen von Preis- und Nicht-Preis-Promotions auf die Markenloyalität von Konsumenten abbildet. Die Markenloyalitäts-Varia-ble von Guadagni/Little (1983) wird dabei dahingehend erweitert, daß die Änderung der Markenloyalität nach einem Promotion-Kauf eine andere ist als nach einem Kauf zu regulären Bedingungen. Wir schätzen das Modell in zwei Produktkategorien. Die Befunde zeigen zunächst, daß der Modell-Fit besser ist als in einem Basis-Modell ohne die Wirkungen von Promotions auf die Markenloyalität. Inhaltlich erkennt man, daß Preis-Promotions negativ wirken, während Nicht-Preis-Promotions die Markenloyalität im Fall von Handzetteln nicht und im Fall von Werbedamen-Promotions positiv beeinflussen. Wir diskutieren Schlußfolgerungen für Wissenschaftler und Manager.

Suggested Citation

  • Gedenk, Karen & Neslin, Scott A., 1998. "Die Wirkung von Preis- und Nicht-Preis-Promotions auf die Markenloyalität," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 482, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.
    • Handle: RePEc:zbw:cauman:482
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    1. Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre (Ed.), 1999. "Jahresbericht 1998," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 495, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.

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