2024
DOI: 10.1108/bfj-01-2024-0053
|View full text |Cite
|
Sign up to set email alerts
|

“Target” versus “Non-target”: how free gift influences surplus food purchase intention

Yuexian Zhang,
Xueying Wang

Abstract: PurposeFree gifts have become a commonly used marketing strategy. Nevertheless, whether free gifts can and how this strategy promotes the surplus food purchase intention remain a debated topic. This paper attempts to evaluate the effectiveness of offering free gifts (target and non-target products) in enhancing the purchase intention associated with surplus food.Design/methodology/approachCategorically, Studies 1 to 4 were performed to analyze the impact of the free gift on the surplus food purchase intention,… Show more

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...

Citation Types

0
0
0

Publication Types

Select...

Relationship

0
0

Authors

Journals

citations
Cited by 0 publications
references
References 38 publications
0
0
0
Order By: Relevance

No citations

Set email alert for when this publication receives citations?