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Die Wirkung von Preis- und Nicht-Preis-Promotions auf die Markenloyalität

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Summary

This paper develops a model for measuring the effects of sales promotion on purchase event feedback. The model directly assesses the extent to which promotion purchases contribute differently than non-promotion purchases to the dynamic component of Guadagni and Little’s (1983) “brand loyalty” measure. It is applied to two product categories to compare the effects of price versus non-price promotions. Results suggest that the model improves the fit over a conventional model. Substantively, the results indicate that price promotions are associated with negative purchase event feedback compared to non-promotion purchases, while non-price promotions such as features, or sampling have no effect or in fact are associated with positive purchase event feedback, compared to purchases made off promotion. We discuss the implications of the research for both academics and practitioners.

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Author information

Authors and Affiliations

  1. Lehrstuhl für Betriebswirtschaftslehre, insbes. Marketing II, Johann Wolfgang Goethe-Universität Frankfurt, Mertonstr. 17, D-60054, Frankfurt, Deutschland

    Karen Gedenk

  2. The Amos Tuck School, Dartmouth College, Hanover, NH, 03755, USA

    Scott A. Neslin

Authors
  1. Karen Gedenk
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  2. Scott A. Neslin
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Correspondence to Karen Gedenk.

Additional information

Für wertvolle Anregungen danken wir Prof. Dr. Kusum L. Ailawadi, Prof. Dr. Sönke Albers und Prof. Dr. Henrik Sattler. Weiterhin gilt unser Dank der Deutschen Forschungsgemeinschaft für die finanzielle Unterstützung dieses Projektes im Rahmen eines Forschungsstipendiums für Dr. Karen Gedenk. Auch der Schmalenbach-Gesellschaft möchten wir danken für die finanzielle Unterstützung einer für das Projekt wichtigen Konferenzreise von Dr. Gedenk. Schließlich seien der A. C. Nielsen Inc. und der Gesellschaft für Konsumforschung für die Bereitstellung der verwendeten Daten gedankt.

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Gedenk, K., Neslin, S.A. Die Wirkung von Preis- und Nicht-Preis-Promotions auf die Markenloyalität. Schmalenbachs Z betriebswirtsch Forsch 52, 370–392 (2000). https://doi.org/10.1007/BF03372622

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