Does Quality Hurt Brand Preference for Promoted Products in a Gift Promotion Setting?
學年 113
學期 1
出版（發表）日期 2024-08-01
作品名稱 Does Quality Hurt Brand Preference for Promoted Products in a Gift Promotion Setting?
作品名稱（其他語言）
著者 曾忠蕙
單位
出版者
著錄名稱、卷期、頁數 IUP Journal of Marketing Management 23(3),　p.91-109
摘要 Most previous studies have shown that free gifts positively increase promoted product sales. However, will any characteristic of the gift hurt the promoted product, and how does it happen? This study has two purposes. First, the study sheds light on the brand preference of the promoted product being hurt in a gift promotion setting and examines the causes-gift quality and perceived brand fit. Second, a mental mechanism of the negative effect of a gift quality on the promoted brand preference was explored by applying perspectives of Expectancy-Disconfirmation Theory (EDT) and the Halo effect. Two experimental studies were developed. Study 1 confirmed that the lower gift quality, but not brand unfit, hurt the brand preference of the promoted product. Study 2 further examined its mental process and found two mediators between gift quality and promoted brand preference (i.e., expectancy disconfirmation of gift quality and preference toward the gift promotion mix). It supports the EDT and the Halo effect being applied to explain the mental mechanism.
關鍵字
語言 en
ISSN 0972-6845
期刊性質 國外
收錄於 NotTSSCI
產學合作
通訊作者
審稿制度 是
國別 IND
公開徵稿
出版型式 ,電子版
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/126767 )