ICTACT Journal on Management Studies

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Please! Wrap this Gift for Me:The Brand´s Effect with Different Promotional Frames


Affiliations
1 Anhembi Morumbi University, Brazil
2 High School of Advertising and Marketing
3 High School of Advertising and Marketing, Brazil
     

   Subscribe/Renew Journal


The main purpose of this study is to analyze the brand´s effect on advertising with different promotional frames [Discount vs. Save]. In total 178 individuals participated in the study. In experiment 1, results showed that, consumer has a higher intention to recommend and product quality perception when the brand is recognized by the market. In experiment 2, it was found that, recognized and unrecognized brands were better evaluated when the term Discount is used in promoting the offer. Therefore, managers should consider the term Discount to improving their sales when competing with recognized brands.

Keywords

Brand, Framing, Promotion, Discount, Save.
Subscription Login to verify subscription
User
Notifications
Font Size

  • Jennifer L. Aaker, “Dimensions of Brand Personality”, Journal of Marketing Research, Vol. 34, No. 2, pp. 347-356, 1997.

  • Tae Hyun Baek, Jooyoung Kim, Jay Hyunjae Yu, “The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice”, Psychology and Marketing, Vol. 27, No. 7, pp. 662-678, 2010.

  • D. Botelho and A.T. Urdan, “Lealdade a Marca e Sensibilidade ao Preco: um Estudo da Escolha da Marca pelo Consumidor”, Revista de Administracao Contemporanea, Vol. 9, No. 4, pp. 163-180, 2005.

  • Shih-Fen S Chen, Kent B Monroe and Yung-Chein Lou, “The Effects of Framing Price Promotion Messages on Consumers Perceptions and Purchase Intentions”, Journal of Retailing, Vol. 74, No. 3, pp. 353-372, 1998.

  • Marc Fischer, Franziska Volckner and Henrik Sattler, “How Important Are Brands? A Cross-Category, Cross-Country Study”, Journal of Marketing Research, Vol. 47, No. 5, pp. 823-839, 2010.

  • Shailendra Pratap Jain, Nidhi Agrawal and Durairaj Maheswaran, “When More May Be Less: The Effects of Regulatory Focus on Responses to Different Comparative Frames”, Journal of Consumer Research, Vol. 33, No. 1, pp. 91-98, 2006.

  • Daniel Kahneman and Tversky Aniel, “Choices, Values, and Frames”, American Psychologist, Vol. 39, No. 4, pp. 341-350, 1984.

  • K.L. Keller and M. Machado, “Gestao Estrategica de Marcas”, 1st Edition, Prentice Hall, 2006.

  • Philip Kotler and K.L. Keller, “Marketing Management”, 14th Edition, Pearson Education, 2012.

  • David Joon-Wuk Kwun and Haemoon Oh, “Consumers Evaluation of Brand Portfolios”, International Journal of Hospitality Management, Vol. 27, No. 1, pp. 81-97, 2007.

  • D.C. Montgomery, “Design and Analysis of Experiments”, 5th Edition, John Wiley and Sons, 2001.

  • Janghyeon Nam, Yuksel Ekinci and Georgina Whyatt, “Brand Equity, Brand Loyalty and Consumer Satisfaction”, Annals of Tourism Research, Vol. 38, No. 3, pp. 1009-1030, 2011.

  • Mitchell C. Olsen, Rebecca J. Slotegraaf and Sandeep R. Chandukala, “Green Claims and Message Frames: How Green New Products Change Brand Attitude”, Journal of Marketing, Vol. 78, No. 5, pp. 119-137, 2014.

  • M. Mendez, M. Bendixen, R. Abratt, Y. Yurova and B. O’leary, “Sales Promotion and Brand Loyalty: Some New Insights”, International Journal of Education and Social Science, Vol. 2, No. 1, pp. 103-117, 2015.

  • Laura Salciuviene, Pervez N. Ghauri , Ruth Salomea Streder and Claudio De Mattos, “Do Brand Names in a Foreign Language Lead to Different Brand Perceptions?”, Journal of Marketing Management, Vol. 26, No. 11-12, pp. 1037-1056, 2010.

  • M.A. Sallam, “The Effects of Brand Image and Brand Identification on Brand Love and Purchase Decision Making: The Role of WOM”, International Business Research, Vol. 7, No. 10, pp. 187-193, 2014.

  • Deonir De Toni, Jose Afonso Mazzon, “Configuracao da Imagem de Preco de Produto: Proposicao e Teste de um Modelo Teorico e Escala para a Mensuracao da Imagem de Preco de Produto (E-MIPP)”, ANPAD, Vol. 35, pp. 1-17, 2011.

  • Carlos J. Torelli, Ayşegül Özsomer, Sergio W. Carvalho, Hean Tat Keh, Natalia Maehle, “Brand Concepts as Representations of Human Values: Do Cultural Congruity and Compatibility Between Values Matter?”, Journal of Marketing, Vol. 76, No. 4, pp. 92-108, 2012.

  • Sajeev Varki and Mark Colgate, “The Role of Price Perceptions in an Integrated Model of Behavioural Intentions”, Journal of Service Research, Vol. 3, No. 3, pp. 232-240, 2001.

  • Leonardo Aureliano-Silva, Evandro Luiz Lopes, Otavio Bandeira De and Last Dirceu da Silva, “O Efeito da Marca na Avaliacao de Propagandas Endossadas por Celebridades: Um Estudo Experimental”, ANPAD, Vol. 36, pp. 1-15, 2012.

  • Leonardo Aureliano-Silva et al., “So, Will that be all? The Influence of Promotional Frame on Consumer’s Behavior: An Experimental Study”, European Journal of Economics, Finance and Administrative Sciences, Vol. 85, pp.126-137, 2016.


Abstract Views: 174

PDF Views: 0




  • Please! Wrap this Gift for Me:The Brand´s Effect with Different Promotional Frames

Abstract Views: 174  |  PDF Views: 0

Authors

Aureliano-Silva Leonardo
Anhembi Morumbi University, Brazil
Strehlau Suzane
High School of Advertising and Marketing
Strehlau Vivian
High School of Advertising and Marketing, Brazil

Abstract


The main purpose of this study is to analyze the brand´s effect on advertising with different promotional frames [Discount vs. Save]. In total 178 individuals participated in the study. In experiment 1, results showed that, consumer has a higher intention to recommend and product quality perception when the brand is recognized by the market. In experiment 2, it was found that, recognized and unrecognized brands were better evaluated when the term Discount is used in promoting the offer. Therefore, managers should consider the term Discount to improving their sales when competing with recognized brands.

Keywords


Brand, Framing, Promotion, Discount, Save.

References