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Service Business

, Volume 10, Issue 1, pp 31–58 | Cite as

Do online discounts and free gifts damage brand image of service? The moderating role of promotion-proneness

  • E. Crespo-Almendros
  • S. Del Barrio-García
Empirical article

Abstract

The present paper outlines a study based on an experimental design that investigated the effect of online price discounts and free gifts on consumers’ evaluation of the brand, in the context of an airline. The study also analyzed whether promotion-proneness exercises a moderating effect on this relationship. It was found that discounts generate a more positive brand image than free gifts among promotion-prone users, while for less promotion-prone individuals, the opposite is true. The results will help managers to select the most appropriate online sales promotion type for reaching different consumer groups, depending on their promotion-proneness, in line with the needs and objectives of the service firm.

Keywords

Brand image Promotion-proneness Online sales promotion Online price discount Online free gift 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2014

Authors and Affiliations

  1. 1.Department of Marketing and Market Research, Business and Economics FacultyUniversity of GranadaGranadaSpain

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