US retailers' cooperation with manufacturer promotional support

Haesun Park (School of Human Ecology, Louisiana State University, Baton Rouge, Louisiana, USA)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 1 December 2004


Promotional support, as a push strategy, that manufacturers use to encourage retailers to carry their products needs retailers' cooperation. This study investigates the effects of retailers' fashion and price orientations on manufacturers' offerings of and retailers' cooperation with promotional support. Twenty‐one promotional support items applicable to the apparel retailing were studied. Questionnaires completed by 137 US apparel retail buyers via a modified national mail survey were analyzed. A factor analysis determined four factors: sales support, ad/display materials, monetary support, and selling aid samples. MANCOVAs revealed that the effects of price orientation on both offering frequency and cooperation level were significant. The effects of fashion orientation were not significant. For sales support and selling aid samples, the differences in offering frequency and cooperation levels were found among the different levels of price orientation groups. Monetary support was found most favorably accepted by retailers, regardless of price orientation or fashion orientation.



Park, H. (2004), "US retailers' cooperation with manufacturer promotional support", Journal of Fashion Marketing and Management, Vol. 8 No. 4, pp. 412-424.

Download as .RIS



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.