The Effects of Various Sales Promotions on Consumers’ Attitudes Toward Sales Promotion in Fashion Stores

• 영문명: The Effects of Various Sales Promotions on Consumers’ Attitudes Toward Sales Promotion in Fashion Stores
• 발행기관: 한국마케팅과학회
• 저자명: Lee Seung-Hee Eun-Ok Lee
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』Korean Academy of Marketing Science Spring International Conference, 35~47쪽, 전체 13쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.05.30

영문 초록

  This paper examined the effects of consumers" attitudes toward sales promotion, depending on different types of sales promotions (monetary vs. non monetary) and sales promotion benefit timing (immediate vs. delayed) in fashion stores (high involvement product brand vs. low involvement). The results found out that monetary sales promotion effect was more positive than non monetary. Furthermore immediate benefit strategy was more effective than delayed benefit. Strong significant interaction between sales promotion type and benefit timing was obtained. Significant interaction between involvement type and sales promotion type was found as well.

목차

〈Abstract〉
INTRODUCTION
Hypotheses
Method
Results
Discussion and Conclusion
References