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Article
Publication date: 5 July 2022

Sara H. Hsieh and Crystal T. Lee

Mobile promotion has become an important and popular mechanism for mobile commerce, with many companies using this approach to increase sales and drive brand satisfaction…

Abstract

Purpose

Mobile promotion has become an important and popular mechanism for mobile commerce, with many companies using this approach to increase sales and drive brand satisfaction toward the use of mobile apps. Despite the crucial nature of this topic, knowledge on the value of mobile promotion remains insufficient. Drawing upon consumption value theory (CVT), this study aims to examine the underlying mechanism that drives app satisfaction and in-app purchase.

Design/methodology/approach

In this research, the authors selected retail mobile apps for empirical testing. The authors recruited 476 users to complete a survey and analyzed the results using partial least squares structural equation modeling.

Findings

The results revealed that functional (monetary savings and localization), social (self-expression), emotional (entertainment), epistemic (exploration) and conditional (personalization) value increase the desirability of mobile promotion, thereby facilitating app satisfaction and in-app purchase.

Originality/value

Amid the vast business opportunities of mobile commerce, numerous brands have developed mobile apps that function as platforms for the promotion, provision and purchase of products and services. With the prevalence of mobile app downloads, apps have become the primary mobile platform for conducting mobile promotion. This research contributes to the literature and offers retailers insight into how to create value that can increase app satisfaction and in-app purchasing through mobile promotion.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 20 May 2022

Huifeng Pan, Zhiqiang Liu and Hong-Youl Ha

Prior hospitality studies have reviewed review trustworthiness and perceived price as predictors of restaurant selection. However, the impacts of these two factors may…

Abstract

Purpose

Prior hospitality studies have reviewed review trustworthiness and perceived price as predictors of restaurant selection. However, the impacts of these two factors may vary by sales promotion and customer types. This study aims to determine whether sales promotions and customer type are the key elements that facilitate behavioral intentions by moderating the linkage between perceived price and behavioral intentions as well as the linkage between online review trustworthiness and behavioral intentions.

Design/methodology/approach

Analysis of the responses of 533 individuals familiar with the Michelin Guide for restaurants in Seoul provided evidence supporting a sales promotion theory wherein promotions signal benefits in consumers’ minds.

Findings

The findings show that when perceived price is positive and the trustworthiness of online reviews is high, repeat customers prefer mixed coupons to price discounts. Notably, the results indicate that when the trustworthiness of online reviews is high, first-time customers also prefer mixed coupons to price discounts. Furthermore, the findings suggest that negative evaluations of perceived price increase the impact of mixed coupons by signaling to first-time customers that given restaurants’ offerings provide monetary benefits regardless of their intentions to revisit said restaurants.

Research limitations/implications

The study findings provide insights that should help managers better understand various levels of promotion. Managers can design their pricing strategies to strengthen customers’ motivations to visit their restaurants – the very thing customers often seek in sales promotions.

Originality/value

This study provides indisputable evidence for a sales promotion theory, wherein promotions signal benefits in consumers’ minds; however, it also shows that first-time and repeat customers do not respond equally to sales promotions.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 1 January 1999

Adrian Booth and Angela Burford

Mental health promotion is a relatively new, evolving and very exciting area of public health. The challenge for mental health promotion in Australia is ‘weaving its many…

119

Abstract

Mental health promotion is a relatively new, evolving and very exciting area of public health. The challenge for mental health promotion in Australia is ‘weaving its many threads’ through the various areas of mental health policy, programs and service delivery.

Details

Journal of Public Mental Health, vol. 1 no. 1
Type: Research Article
ISSN: 1746-5729

Article
Publication date: 1 August 1999

Erica Wimbush

Training in research and evaluation skills is a frequently expressed need among health promotion practitioners. Research conducted in Scotland among health promotion

972

Abstract

Training in research and evaluation skills is a frequently expressed need among health promotion practitioners. Research conducted in Scotland among health promotion specialists and their managers showed that training in research on its own would be an insufficient response. In this paper, it is argued that there is a need to develop a broader strategy which seeks to strengthen research capacity within health promotion practice settings, rather than simply offering training to improve practitioners’ research skills. This will help to improve the quality of research conducted in practice settings and contribute to building an evidence base for health promotion. A broader professional development strategy for health promotion research in Scotland is proposed which utilizes a range of learning routes and delivery mechanisms. This will be backed up by the establishment of a broad strategic research partnership which brings together practitioners, researchers and policy‐makers so as to develop a better understanding of what evaluation evidence is needed and who is contributing what.

Details

Health Education, vol. 99 no. 4
Type: Research Article
ISSN: 0965-4283

Keywords

Article
Publication date: 1 March 1988

Steven W. Hartley and James Cross

Expenditures for sales promotion activities have increased dramatically during the past decade. Along with this added emphasis, however, have come some undesirable…

2362

Abstract

Expenditures for sales promotion activities have increased dramatically during the past decade. Along with this added emphasis, however, have come some undesirable effects. This article considers some of the key issues that influence sales promotion decisions. It describes current sales promotion activities, identifies some of the negative consequences of these activities, introduces a cost‐benefit philosophy for sales promotion decisions, and proposes a specific method for making those decisions.

Details

Journal of Consumer Marketing, vol. 5 no. 3
Type: Research Article
ISSN: 0736-3761

Article
Publication date: 1 January 2000

Andrew Tannahill

This paper identifies seven points in favour of integrating mental health promotion and general health promotion strategies: mental, physical and social aspects of health…

Abstract

This paper identifies seven points in favour of integrating mental health promotion and general health promotion strategies: mental, physical and social aspects of health are inextricably inter‐linked; mental health is all too easily overlooked in thought and deed; life circumstances affect mental, social and physical health; mental, social and physical health have intertwined and shared roots; we need concerted action on these intertwined and shared roots; even topic‐specific action needs to be co‐ordinated and the promotion of mental health is a foundation for the promotion of general health. Attention is then focused on how such integration can be achieved, with reference to the Ottawa Charter for Health Promotion and the ‘arenas’ approach to programmes. The paper concludes by widening out the notion of integration to that of health promotion as an integral part of our collective way of life, advocating the idea of ‘a healthy mind in a healthy body in a healthy society’.

Details

Journal of Public Mental Health, vol. 2 no. 1
Type: Research Article
ISSN: 1746-5729

Article
Publication date: 1 February 1984

Donald W. Cowell

States that, owing to major change in the field of marketing in the past 20 years, there has been an increase in the use of sales promotion. Proposes that managers in…

Abstract

States that, owing to major change in the field of marketing in the past 20 years, there has been an increase in the use of sales promotion. Proposes that managers in local authorities, who are responsible for the marketing of recreation and leisure services should understand the role that astute use of sales promotion can play in their marketing campaigns. Examines the meaning of sales promotion and gives a list of commonly used promotions given by local government. Reveals that careful planning, execution and evaluation of sales promotion can make it a useful tool for the recreation and leisure service manager.

Details

European Journal of Marketing, vol. 18 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 8 August 2009

Miguel I. Gómez and Vithala R. Rao

Trade promotions are manufacturer incentives directed to retailers rather than to consumers, aiming at influencing retailer's sales, prices and merchandising practices…

1817

Abstract

Purpose

Trade promotions are manufacturer incentives directed to retailers rather than to consumers, aiming at influencing retailer's sales, prices and merchandising practices. Although they are a growing element in the promotional mix of food manufacturers worldwide, trade promotions often raise concerns about their impacts on performance and coordination in the food supply chain, which in turn affect retail food prices. This paper aims to measure the influence of market power on the outcomes of trade promotions negotiated between food manufacturers and supermarkets.

Design/methodology/approach

The paper employs Rangan's conceptual model to develop hypotheses about the links between three dimensions of market power (size, brand and institutional power) and trade promotion budgets and their allocation between discount‐ and performance‐based types. The paper employs trade promotion data collected from 36 supermarkets in the USA to statistically test these links.

Findings

The results suggest that brand, size, and institutional power of food manufacturers and retailers affect trade promotion budgets and their allocation among discount‐ and performance‐based types. Food manufacturers have relatively more control over their trade promotion budgets whereas retailers may have more influence on the allocation decisions.

Originality/value

The findings can help food manufacturers and retailers identify institutional, brand and size variables that may help them leverage trade promotion negotiations. The results are relevant to policymakers, in particular for the study of antitrust and performance issues in the food distribution system.

Details

British Food Journal, vol. 111 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 April 1988

Ellen R. Foxman, Patriya S. Tansuhaj and John K. Wong

Sales promotion is an important element of marketing communication strategy which accounts for more promotional expenditures than advertising in some countries. However…

1393

Abstract

Sales promotion is an important element of marketing communication strategy which accounts for more promotional expenditures than advertising in some countries. However, sales promotion has been generally ignored by researchers. This article briefly reviews the criteria used in the US to evaluate sales promotions and these criteria are found inadequate to guide the formulation of sales promotion internationally. Environmental sensitivity factors are identified which are overlooked in domestic sales promotions and an audit approach to planning and evaluating cross‐national sales promotion strategy is presented.

Details

International Marketing Review, vol. 5 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 15 February 2008

Jason M. Carpenter and Marguerite Moore

To explore US consumers' perceptions of the level of fun associated with non‐price retail promotions and to predict likelihood of participation among demographic groups.

2662

Abstract

Purpose

To explore US consumers' perceptions of the level of fun associated with non‐price retail promotions and to predict likelihood of participation among demographic groups.

Design/methodology/approach

The study employs a sample generated from retail forward panel data (n=500) to assess the impact of demographic variables including gender, age, educational attainment, income and household size on consumer perceptions and likelihood of participation in five types of non‐price retail promotions. Descriptive and inferential statistical techniques (t‐tests, regression) are used to evaluate the data.

Findings

Identifies demographic groups who perceive high levels of fun associated with non‐price retail promotions and examines relationships between demographics and likelihood of participation in these types of promotions.

Research limitations/implications

Generalizations of the findings of this study to markets outside the USA are limited due to the differences in consumers and forms of retail promotion within various markets. Future studies could examine perceptions of non‐price retail promotions across international markets as well as identify additional predictors of response to non‐price retail promotions.

Practical implications

This research provides retailers that operate within the USA specific knowledge of consumers' perceptions of non‐price retail promotions and identifies demographic characteristics of consumers who are likely to participate in such activities. As price competition in the sector continues to evolve, understanding non‐price forms of competition is critical to superior performance and survival in the industry.

Originality/value

This exploratory study uses demographics as a framework for examining consumers' perceptions of and likelihood of participation in non‐price retail promotions. The paper is unique because there are few similar empirical studies focused specifically on non‐price retail promotions.

Details

International Journal of Retail & Distribution Management, vol. 36 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

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