The moderating role of promotional benefit level and brand awareness on the effectiveness of price discount and premium

  • Mokhles Alnazer
  • Published 2013

Abstract

Purpose – The purpose of this paper is to examine how promotional benefit level and brand awareness moderate consumers’ evaluations of different types of promotions including Premiums and price discount. DesignThis research uses a cross-sectional experiment to manipulate promotional benefit level, type of promotion, brand awareness and measures consumers… (More)

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