The Effect Of Promotion Type And Benefit Congruency On Brand Image

2011 ◽  
Vol 24 (3) ◽  
Author(s):  
Teresa Montaner ◽  
José-Miguel Pina
Keyword(s):  
Brand Image ◽  
Product Category ◽  
Sales Promotion ◽  
Short Term ◽  
Product Price ◽  
Brand Evaluations ◽  
Frequent Use ◽  
Communication Device ◽  
Sales Increase ◽  
Monetary Promotions

Sales promotion is a communication device increasingly used by companies due to its capacity to produce an immediate sales increase. However, although these activities generate good short- term results, they may also have side effects on the customers’ assessment of the promoted brands. The purpose of this paper is to delve into the effects of promotions on the expected product price and brand image. The results of the study reveal that the frequent use of promotions affect consumers’ evaluations of brand image, but the effect depends on the type of promotional tool and the product category. The frequent use of price promotions will lower brand image assessments whereas non-monetary promotions lead to higher brand evaluations. These results are moderated by the product category. Moreover, the expected price of a product is lower after frequent monetary promotions.

scholarly journals Analysing The Impact Of Price Promotions Versus No-Price Promotions On Brand Image

2011 ◽  
Vol 4 (8) ◽  
Author(s):  
Eva Martinez ◽  
Teresa Montaner ◽  
Jose M. Pina
Keyword(s):  
Brand Image ◽  
Product Category ◽  
Short Term ◽  
Price Promotions ◽  
Frequent Use ◽  
Negative Effect ◽  
The Impact

Companies are increasingly designing more promotional actions to obtain better sales rates in the short term. However, the indiscriminate use of this tool has a negative effect for the organisations in the middle and long term. The purpose of this paper is to analyse if the frequent use of promotions has a negative effect on the promoted brand image. More exactly we have studied how different promotional tools may affect the image that consumers have on two brands and also if the category of the promoted product has any influence on that effect. Considering the data obtained in an experiment we have demonstrated that the effect of promotions on brand image depends on the type of promotional tool and the product category.

ANALYSIS OF FACTORS THAT INFLUENCES THE STUDENTS DECISION IN CHOOSING PHARMACEUTICAL DIPLOMA III PROGRAM IN BUKITTINGGI THAT IS MEDIATED BY MOTIVATION VARIABLE

2019 ◽  
Vol 4 (3) ◽  
pp. 449
Author(s):  
Yonrizon Yonrizon
Keyword(s):  
Brand Image ◽  
Marketing Mix ◽  
Prospective Students ◽  
Product Price ◽  
Education Services ◽  
Price Process ◽  
Physical Evidence ◽  
The World ◽  
The Status ◽  
Target Set

<p>Competitive competition in the world of education services is influenced by the consequences of higher education that has the ability to compete that can survive and achieve the target set. Currently, the existing college are competing to develop their potential and ability to attract prospective students. Therefore, the college must create a Marketing Mix Services strategy that is the product, prices, location, promotion, people, process, physical evidence, and brand image mediated by motivation.The approach used is the survey, which is the activity of collecting data as much as possible about the facts that are supporters of the research, with a view to know the status, symptoms, determine the similarity of status by comparing with the standards that have been selected and or determined. (Arikunto &amp; Kusyati, 2015). This research was conducted to determine the effect of product, price, location, promotion, people, process, physical evidence, brand image, to student's motivation in making decision to choose college of Pharmacy in Bukittinggi. The result of research shows that product, price, process, brand image, have positive and significant effect to motivation, while location, promotion, person, physical proof have no significant effect to motivation and motivation have positive and significant influence to decision of vote</p><p> </p><p><em>Persaingan kompetitif dalam dunia layanan pendidikan dipengaruhi oleh konsekuensi pendidikan tinggi yang memiliki kemampuan bersaing yang dapat bertahan dan mencapai target yang ditetapkan. Saat ini, perguruan tinggi yang ada bersaing untuk mengembangkan potensi dan kemampuan mereka untuk menarik calon siswa. Oleh karena itu, perguruan tinggi harus membuat strategi Marketing Mix Services yaitu produk, harga, lokasi, promosi, orang, proses, bukti fisik, dan citra merek yang dimediasi oleh motivasi. Pendekatan yang digunakan adalah survei, yaitu kegiatan mengumpulkan data sebanyak mungkin tentang fakta-fakta yang menjadi pendukung penelitian, dengan maksud untuk mengetahui status, gejala, menentukan kesamaan status dengan membandingkan dengan standar yang dimiliki telah dipilih dan atau ditentukan. </em><em>(Arikunto &amp; Kusyati, 2015)</em><em>. Penelitian ini dilakukan untuk mengetahui pengaruh produk, harga, lokasi, promosi, orang, proses, bukti fisik, citra merek, terhadap motivasi siswa dalam mengambil keputusan memilih perguruan tinggi Farmasi di Bukittinggi. Hasil penelitian menunjukkan bahwa produk, harga, proses, citra merek, berpengaruh positif dan signifikan terhadap motivasi, sedangkan lokasi, promosi, orang, bukti fisik tidak berpengaruh signifikan terhadap motivasi dan motivasi berpengaruh positif dan signifikan terhadap keputusan pemilihan.</em></p>

scholarly journals Analysis toward purchase decision determinant factors

2021 ◽  
Vol 1 (2) ◽  
pp. 155-164
Author(s):  
Aprih Santoso ◽  
Audi Sispradana
Keyword(s):  
Brand Image ◽  
Sampling Technique ◽  
Analytical Tool ◽  
Sales Promotion ◽  
Consumer Confidence ◽  
Purchase Decision ◽  
Consumer Experience ◽  
Purchasing Decisions ◽  
Cooking Oil ◽  
Decision Variables

The problem with this research is that there is a tendency to decrease demand for Hemart brand cooking oil in 2018-2019. This makes it a challenge for the Hemart cooking oil product distributor company to find out the factors that influence the decline in purchases. This study aims to analyze brand image, product quality, promotion and knowledge of sales promotion on the purchasing decisions of PT. Transfarma Semarang Branch. The population in this study were all consumers of PT. Transfarma Semarang Branch, which amounted to 566 consumers, while the sampling technique used was a non-probability sampling technique with purposive sampling and the analytical tool used in this study was multiple linear regression. The results showed that the variables of consumer confidence, consumer experience and sales promotion had a positive and significant effect on purchasing decisions of PT. Transfarma Semarang Branch and the results of the adjusted R square value in the regression model were obtained at 0.584, which means that 58.4 percent of the purchasing decision variables can be explained by the variables of consumer confidence, consumer experience and sales promotion while the remaining 41.6 percent is explained by other variables outside of this study.

The 1981 Elections and the Changing Fortunes of the Israeli Labour Party

1981 ◽  
Vol 16 (4) ◽  
pp. 432-446
Author(s):  
Yael Azmon
Keyword(s):  
Time Perspective ◽  
Labour Party ◽  
Political Support ◽  
The Political ◽  
Short Term ◽  
Frequent Use ◽  
Made In

ONE OF THE INNOVATIONS OF THE 1981 ELECTIONS IN ISRAEL which caught the eye, was the frequent use of ‘this time’ in campaign slogans. ‘This time only the Labour Alignment!’ ‘This time the Likud!’ shouted the slogans from all the billboards. This is an appeal to political support based on a short-term time perspective. This appeal differs greatly from that which characterized the Israeli ideological, mass-membership parties in previous periods.The change in party slogans is a response to changes in the electorate. These changes in the electorate are most clearly reflected in the magnitude of the ‘undecided‘ vote and of its oscillation between different parties. The ‘undecided’ vote which used to be very low, amounted to about 40 per cent according to polls made in 1977 in the preelection period, and to about 30 per cent in the period preceding the 1981 elections. Moreover, the polls pointed to a particularly great oscillation of the electorate in the pre-1981 election period: the political forecast in December 1980 was around 60 Labour seats and around 28 Likud seats. In the beginnin of June 1981, the pendulum swung. The forecast for Labour fell to 30-33 seats while of Likud rose to 47 or even 49 seats. In the elections the race between Likud and Labour was very close. The results were 47 to Labour and 48 to Likud (as against 32 Labour and 43 Likud in 1977).

The role of marketing communication mix on Korean customers' coffee shop brand evaluations

2020 ◽  
Vol 3 (3) ◽  
pp. 291-309 ◽  
Author(s):  
Soon-Ho Kim ◽  
Seonjeong Ally Lee
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Marketing Communication ◽  
Brand Identification ◽  
Coffee Shop ◽  
Brand Love ◽  
Content Type ◽  
Brand Evaluations ◽  
Advertising Spending

PurposeThis study investigates relationships among components of the marketing communication mix, brand identification, brand image, brand love and brand loyalty. The focus of this study is advertisement spending, customers' attitudes toward the advertisement, monetary promotion and non-monetary promotion as marketing communication mix elements.Design/methodology/approachProposed relationships are investigated with 683 previous coffee shop customers, based on a cross-section, online, self-administered survey in South Korea.FindingsResults identify advertising spending, attitude toward the advertisement, monetary promotion, and non-monetary promotion play key roles in influencing brand identification; however, they do not influence brand image. Both brand identification and brand image further influence brand love on brand loyalty.Originality/valueThis study is the first to investigate the marketing communication mix elements in a coffee shop context.

scholarly journals Komponen Pemasaran Teh Herbal Bukit Hexon pada PT. Karya Pak Oles Tokcer Denpasar Bali

2018 ◽  
pp. 71
Author(s):  
STEVI VIONA LUMBANTORUAN ◽  
I WAYAN WIDYANTARA ◽  
PUTU UDAYANI WIJAYANTI
Keyword(s):  
Direct Marketing ◽  
Distribution Channel ◽  
Secondary Data ◽  
Distribution Channels ◽  
Study Data ◽  
Sales Promotion ◽  
Selling Price ◽  
Herbal Tea ◽  
Product Price ◽  
External Constraints

Marketing component of Herbal Tea Bukit Hexon at PT. Karya Pak OlesTokcer Denpasar Bali Marketing is a combination of four variables that are the core of the company'smarketing system, consisting of product, price, place/distribution channels, andpromotions. This study is aimed at identifying the components of marketing carriedout by PT. Karya Pak Oles Tokcer and the constraints faced in marketing theirproducts. The research location was selected by purposive sampling. Types of datacollected included primary and secondary data. Data were collected by observation,interview, and documentation study. Data were analyzed descriptively andqualitatively. Based onthe results of research known component of the marketingdone by PT. By Pak Oles lessening of the products that the company provides onetype of packing to look more attractive in the eyes of connsumers, this type of use thepacking box. The selling price of tea sold is determined based on a calculation of rawmaterial usage, labor, production, operating costs and other costs. Based on theplace/distribution channels, herbal tea Bukit Hexon marketed through directmarketing distribution channel and indirectly. Promotional products are madethrough direct marketing activities (sales counter), sales promotion (rebates andbonuses) and advertising (flyers, newspaper and radio from the company it self).Constraints facing the company consists of internal and external constraints. Internalconstraints in terms of the promotion are less effective. External constraints in termsof competitors’ similar products. Suggested the company should use the print media,better known by the public such as the Bali Post and electronic media such as ads ontelevision so that are building relationships with the community and having apromotion more aggressively by opening a special stand tea sales as practiced bycompanies other tea products.

Beyond reach: an extended model of global brand effects

2019 ◽  
Vol 36 (5) ◽  
pp. 647-674 ◽  
Author(s):  
Timo Mandler
Keyword(s):  
Product Category ◽  
Extended Model ◽  
Content Type ◽  
Global Brands ◽  
Brand Evaluations ◽  
Product Categories ◽  
Positive Effects ◽  
Global Brand ◽  
Negative Effect ◽  
Brand Effects

Purpose Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding extended model of global brand effects, relative to the conventional operationalization. Design/methodology/approach An empirical study (n=907) involving 63 brands across eight different product categories provides new insights into the composition of global brand effects by explicitly discriminating between different facets of consumers’ brand globalness perceptions (i.e. perceived market reach (PMR), perceived standardization (PST) and global consumer culture positioning (GCCP)). Findings The results clearly show that effects associated with global brands are not exclusively positive. While PMR and GCCP have positive effects on consumers’ brand evaluations and attitudes, PST has a strong negative effect on the same outcomes. These effects apply to both domestic and foreign global brands and occur irrespective of the perceived level of risk associated with a given product category. Originality/value The results provide managers a clearer picture of the up- and downsides of brand globalness perceptions and urge future studies on global brands to incorporate constructs that account for facets beyond a brand’s market reach to capture the phenomenon holistically.

A Study Of Attitude And Perceptions Of Pharmaceutical Value Chain Members Towards Consumer Promotions

Paradigm ◽  
2010 ◽  
Vol 14 (2) ◽  
pp. 45-55
Author(s):  
Shweta Srivastava ◽  
Anand Sharma
Keyword(s):  
Value Chain ◽  
Sales Promotion ◽  
Short Term ◽  
Close Relationship ◽  
Structural Variables ◽  
Promotion Strategies ◽  
Sales Staff

This study is an attempt to analyze the attitude of pharmaceutical value chain members towards sales promotion schemes. The researchers have studied the factors that managers/sales staff believe are important for the company to offer trade/consumer promotions. It has been observed that consumer promotions are focused on long term as well as short term goals. The study also revealed that there is a close relationship between sales promotion and the structural variables of the company. So it is recommended that companies should critically analyze its structural variables before formulating and implementing its sales promotion strategies. Collected data have been analyzed to extract as much as the underlying factors.

Sign in / Sign up

Export Citation Format

Share Document