Perception of value, attractiveness and purchase intention: revisiting sales promotion techniques

@inproceedings{Santini2017PerceptionOV,
  title={Perception of value, attractiveness and purchase intention: revisiting sales promotion techniques},
  author={Fernando de Oliveira Santini},
  year={2017}
}
Objective – This paper aims to assess the moderating effects of the type of sales promotion on the relationship between perceived value, attractiveness and purchase intention. Design/methodology/approach – An experiment was carried out with 1161 respondents. We examined the direct relationship of perceived value (utility and hedonic) with the formation of promotion attractiveness. We then analyzed the relationship between attractiveness and the intention of buying a product on sale. Finally, we… CONTINUE READING

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