Does Quality Hurt Brand Preference for Promoted Products in a Gift Promotion Setting?

淡江大學機構典藏 > 商管學院 > 國際企業學系暨研究所 > 期刊論文 > Item 987654321/126767

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題名:	Does Quality Hurt Brand Preference for Promoted Products in a Gift Promotion Setting?
作者:	曾忠蕙
日期:	2024-08
上傳時間:	2025-03-20 09:23:53 (UTC+8)
摘要:	Most previous studies have shown that free gifts positively increase promoted product sales. However, will any characteristic of the gift hurt the promoted product, and how does it happen? This study has two purposes. First, the study sheds light on the brand preference of the promoted product being hurt in a gift promotion setting and examines the causes-gift quality and perceived brand fit. Second, a mental mechanism of the negative effect of a gift quality on the promoted brand preference was explored by applying perspectives of Expectancy-Disconfirmation Theory (EDT) and the Halo effect. Two experimental studies were developed. Study 1 confirmed that the lower gift quality, but not brand unfit, hurt the brand preference of the promoted product. Study 2 further examined its mental process and found two mediators between gift quality and promoted brand preference (i.e., expectancy disconfirmation of gift quality and preference toward the gift promotion mix). It supports the EDT and the Halo effect being applied to explain the mental mechanism.
關聯:	IUP Journal of Marketing Management 23(3),　p.91-109
顯示於類別:	[國際企業學系暨研究所] 期刊論文

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