The Interplay Between Advertising Messages, Perceived Quality Uncertainty of Products, and Sales Promotions Categories in Cosmetics Marketing

Purpose This study seeks to analyze the influence of the consumer's perceived benefits deriving from two different promotional incentives offered via social media on the perceived quality of the heritage complex.Design/methodology/approach A quasi-experimental study was carried out among online users, implementing two different promotional stimuli. Facebook was selected as the social network through which the promotional incentives were offered in the experiment. The sample was obtained via a panel of Internet users provided by Sondea Internet SL.Findings The results showed that the benefits perceived by the tourists will depend on the sales promotion type offered. On the one hand, free VIP pass was found to be mostly related to hedonic benefits that positively affect perceived quality. On the other hand, 2 × 1 offer would be perceived as a utilitarian benefit and is likely to exert a fairly negative effect on perceived quality.Practical implications Tourism managers and practitioners are encouraged to analyze the characteristics of certain types of sales promotions, as each promotional incentive bears different values and associated benefits. The findings of this study suggest managers and practitioners to implement non-monetary promotions to enhance brand equity and perceived quality. Thus, it is paramount for the managers of cultural institutions and heritage sites to trust in sales promotions which can be very helpful if they are designed carefully.Originality/value This study pioneers the analysis of the impact of the benefits associated with different typologies of sales promotions on social networks on the perceived quality of a heritage site.

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Purchase Intention in the Fashion Industry on Local and International E-Commerce in Indonesia

International Journal of Asian Business and Information Management ◽

10.4018/ijabim.20220701.oa4 ◽

2022 ◽

Vol 13 (2) ◽

pp. 1-12

Author(s):

Lim Sanny ◽

Tita Dwi Julianto ◽

Serafim Savionus ◽

Beni Widarman bin Yus Kelena

Keyword(s):

Purchase Intention ◽

Perceived Quality ◽

Sales Promotion ◽

Primary Data ◽

Fashion Industry ◽

Sales Promotions ◽

Promotion Strategy ◽

Fashion Products ◽

The Impact

The purpose of this research is to examine the impact of the two categories of sales promotional tools (monetary and non-monetary) on purchase intention with the consideration of consumers’ perceived quality for fashion products in local and international e-commerce. As the competition between local and international e-commerce is increasingly fierce, it requires an appropriate sales promotion strategy that is in accordance with customers perceptions in Indonesia to capture customers’ purchase intention. This research is purely quantitative by using primary data through distributing online questionnaires to customers who have shopped fashion products in local or international e-commerce. Path analysis was used to verify the conceptual model and hypotheses in this research. This research confirms that sales promotions (both monetary and non-monetary) affect customers’ perceived quality of a product in both e-commerce.

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Retail price discount depth and perceived quality uncertainty

Journal of Retailing ◽

10.1016/j.jretai.2021.12.001 ◽

2021 ◽

Author(s):

Dan Zheng ◽

Yuxin Chen ◽

Zhe Zhang ◽

Hai Che

Keyword(s):

Perceived Quality ◽

Retail Price ◽

Quality Uncertainty ◽

Price Discount

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Influencing the willingness to pay for private labels: the role of branding

Asia-Pacific Journal of Business Administration ◽

10.1108/apjba-10-2014-0123 ◽

2015 ◽

Vol 7 (3) ◽

pp. 197-215 ◽

Cited By ~ 1

Author(s):

Kandapa Thanasuta ◽

Pinrada Metharom

Keyword(s):

Willingness To Pay ◽

Structural Equation ◽

Perceived Quality ◽

Equation Model ◽

Private Labels ◽

National Brand ◽

Sales Promotions ◽

Content Type ◽

Indirect Relationship

Purpose – The purpose of this paper is to investigate the direct and indirect relationships between brands’ marketing activities and consumers’ willingness to pay (WTP) for private labels (PLs) through the effect of perceived quality in different cultural contexts. This paper also provides a broader perspective by incorporating the effect of branding strategy on such relationships. Design/methodology/approach – Thailand is the studied market. In all, 819 respondents evaluated two PLs through mall interception in a leading supermarket in Bangkok. A structural equation model is used to evaluate the relationships among the constructs. Findings – The results demonstrate that sales promotions directly and indirectly influence WTP, whereas only an indirect relationship through perceived quality exists for the similarity of PL and national-brand packaging. The strength of sales promotions and the perceived quality relationship is significantly stronger for “other-name” PL than for “own-name” one. Perceived quality contributes as the factor with the most influence on WTP. Research limitations/implications – PLs should continue to invest in package improvement to increase their perceived quality. The brand must carefully choose which promotional tools to implement because such tools have both positive and negative impacts. Promotions from “other-name” brands should be emphasized because they have a stronger, more positive effect on perceived quality. Originality/value – This paper’s contribution is its attempt to identify the reciprocal influence of WTP on PLs, which previously has been studied only as it relates to national brands. The moderating role of branding is introduced to offer insights into the influencing factors.

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Purchase Intention in Fashion Industry on Local and International E-Commerce in Indonesia

International Journal of Asian Business and Information Management ◽

10.4018/ijabim.20220801oa05 ◽

2022 ◽

Vol 13 (2) ◽

pp. 0-0

Keyword(s):

Purchase Intention ◽

Perceived Quality ◽

Sales Promotion ◽

Primary Data ◽

Fashion Industry ◽

Sales Promotions ◽

Promotion Strategy ◽

Fashion Products ◽

The Impact

The purpose of this research is to examine the impact of the two categories of sales promotional tools (monetary and non-monetary) on purchase intention with the consideration of consumers’ perceived quality for fashion products in local and international e-commerce. As the competition between local and international e-commerce is increasingly fierce, it requires an appropriate sales promotion strategy that is in accordance with customers perceptions in Indonesia to capture customers’ purchase intention. This research is purely quantitative by using primary data through distributing online questionnaires to customers who have shopped fashion products in local or international e-commerce. Path analysis was used to verify the conceptual model and hypotheses in this research. This research confirms that sales promotions (both monetary and non-monetary) affect customers’ perceived quality of a product in both e-commerce.

Download Full-text