ICTACT Journal on Management Studies

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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
     

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

Abstract Views: 251  |  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