Consumer response to gift promotions

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The objective of this paper is to better understand the factors that influence consumers' responses toward gift promotions. Specifically, the aim is to analyse four variables: the nature of the promoted product, the fit between the product and the gift, the type of brand used in the promotion and the deal-proneness. Design/methodology/approach -In an experimental context, 247 subjects were randomly assigned to a 2 (product type: utilitarian vs hedonic) £ 2 (gift type: utilitarian vs hedonic) £ 2 (brand type: high equity vs medium equity) between-subjects factorial design. Findings -Results indicate that the nature of the promoted product does not influence consumer response. Overall evaluation of gift promotions is more favourable when simultaneously the brand promoted has high equity and the fit between the promoted product and the gift is high. Offering a gift that fits with the product and using high equity brands is a wise strategy to positively influence purchase intentions. Findings also show that deal proneness has a positive impact on purchase intentions. Research limitations/implications -A limited set of product categories, gifts and brands were used. Future research should also examine other variables and use a representative sample. Practical implications -Findings provide useful guidelines for the design of gift promotions. Originality/value -Most previous research has focused on monetary promotions with little about non-monetary promotions. This paper addresses this gap by analysing consumers' responses to gift promotions incorporating key determinants in the analysis.

Impact of promotions and value consciousness in online shopping behaviour in India

“…Premiums were effective when promotional benefi t is low and buying intention is high for premiums as compared with discounts. Montaner et al 22 examined the factors that infl uence consumers ' perceptions towards gift promotions. The evaluation of gift promotions is positive when the overall brand equity of the product promoted is high and the fi t between product promoted and gift is high.…”

Consumers’ Internet Shopping Decision toward Fashion Apparels and Its Impact on Satisfaction in Bangladesh

“…This investigation is exposed that consumers' perceptions towards gift promotions. The assessment of gift promotions is affirmative when the general brand equity of the product encouraged is high and the fit between product encouraged and the gift is high (Montaner et al, 2011). Therefore, it is expected that: H9: Promotional factors and internet shopping decision are positively related to each other.…”

The Surrender of A Panoply of Copycats to The Case-Hardened Market Leader: Substantiation from An Experimental Study of The Indonesia Crop-Protection Industry

“…Huff, Alden and Tietje (1999) state that sales promotions-which are divided into monetary and non-monetary promotions-are designed to achieve short-term objectives. The presence of a sales promotion positively influences consumer purchase intention when the offered gift matches the product (Montaner, de Chernatony and Buil, 2011). According to Buil, de Chernatony and Martínez (2013), the impact of a sales promotion varies depending on the type of promotion.…”