“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
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