促销在品牌晋升中的影响：一项荟萃分析
原文作者H. HenardTraci H. Freling
单位Devon DelVecchioDavid
摘要：促销活动的好处是可以诱导的选择。然而,这种好处可能抵消破坏消偏者爱品牌时，导致品牌地位不再提升。尽管品牌经理和营销学者长期以来一直在从事营销实践和学术研究,并清楚地了解促销在宣传品牌方面对消费偏好的影响，但持逃避态度的太多。这一手稿试图从51个研究的结果中洞察促销对品牌偏好的影响集成。我们的分析表明,一般而言,促销活动不影响岗位晋升品牌的偏好。然而,根据特征的促销和推广产品,促销可以增加或减少对品牌的偏好。实证结果为制定促销策略提供见解,并了解促销的过程对品牌偏好的影响。
关键词：促销；品牌晋升；荟萃分析
引言
促销活动通常被视为暂时的激励措施,鼓励产品或服务(Kotler, 1988 and Webster, 1971))。大多数学者研究使用了促销的效果时,会重视促销的即时利益(Blattberg and Neslin, 1989 and Leone and Srinivasan, 1996)。相对较少的关注致力于调查促销结束后对品牌偏好的影响。此外,学者研究的是在促销随后的时期是否会帮助或阻碍一个品牌。
一些研究人员声称,促销会破坏消费者对品牌偏好。Aaker (1996, p. 187),促销活动有可能损害品牌资产,导致消费者的注意力过于关注价格。同样, Keller (1998)警告说,许多促销的缺点是降低品牌忠诚度,增加品牌切换,减少质量感知但增加了价格敏感性。相反,其他研究人员认为,促销可以增加品牌偏好(e.g., Davis et al., 1992 and Rothschild and Gaidis, 1981)。因此,现存的文献尚不清楚促销是否减损或增强品牌偏好。
尽管促销在市场营销实践的广泛使用和模棱两可的研究发现,没有系统集成现存的研究试图确定使用促销和品牌偏好之间的关系和性质。为了解决这个问题,我们进行荟萃分析,评估先前发表的研究结果,链接使用促销指标发布和宣传品牌而引起的偏好。除了检查集中趋势的促销和品牌偏好之间的联系外,我们也可能缓和这种关系的识别条件。在下一节中,我们回顾相关文献和定义的分析领域。然后,我们描述我们的方法和提供一个详细的介绍我们的结果。
研究领域
研究人员调查了消费者对促销活动的反应的几个方面。调查主要集中在促销活动时消费者是否增加,是否促进选择(Goodman and Moody, 1970 and Massy and Frank, 1965)。研究调查相关的能力变量如促销类型(Schneider and Currim 1991)和推广价值(Leone and Srinivasan 1996)温和的促销和选择之间的关系。虽然已经进行了的研究相对较少,但研究人员还研究了在促销结束后促销活动产生的影响。
通过强化促销活动可能会增加品牌偏好的晋升(Blattberg and Neslin, 1989 and Pauwels et al., 2002)。对品牌的现有用户,在购买钢筋方面，推广提醒现有客户购买品牌从而支撑他们的偏爱。对吸毒者来说,促销试验可能诱发吸毒者支持和回购的可能性。也有认为促销活动将减少岗位晋升品牌偏好，并从行为的角度总结了推广使用效果(Blattberg and Neslin 1989)。消费者可能会对该品牌的消极归因作为解释为什么他们看起来品牌需要推动。推广使用效果也可能塑造消费者对购买推广产品的行为(Rothschild 1987)。鉴于促销活动的广泛可用性,这可能会导致一个竞争品牌是否被消费者所选择。
计量经济学研究表明,促销也可能破坏品牌偏好通过降低消费者的价格预期。文献表明,消费者相对于他们的预期来评估价格(Lattin and Bucklin, 1989 and Papatla and Krishnamurthi, 1996)。如果高于预期的价格下降，可能将选择这一个品牌。反过来,价格预期似乎比以前观察到的价格更高，则不选择(e.g., Rajendram and Tellis 1994)。因此,通过降低价格,消费者看到产品后,促销价格可能导致更低的价格预期。
外围的研究
通过分析总结结果之前,我们需要清楚地标明我们的调查通过识别不包括在我们的研究领域内的几种类型。鉴于我们兴趣的影响促销的时期后 ,研究重点问题时是立即响应式最大化推广等促销，并将此响应分解为促销,品牌转换,类别扩张,和储备，以上内容是在我们的领域内的。也有六种类型的研究，在考虑前瞻性后，发现的消费者行为或评估超出了我们的研究范围，所有不在我们研究领域之内。
方法论
我们进行关键字搜索的电子数据库使用术语如“促销活动”,“品牌的选择,”和“收缩” 来确定人口研究这一分析,然后,我们研究了引用部分，寻找额外的实证研究。最后,我们进行了一次手动搜索，寻找主要期刊文章来解决促销和品牌选择 (如,《营销、营销研究杂志》、《零售、营销、国际杂志》等市场营销科学期刊)。从而我们确定开发了51个合适的实证研究的数据库。
我们开始我们的促销活动和指标之间的相关性分析，该分析中的品牌偏好将平均的保留在整个研究分析中。我们倡导经典分析方法，在考虑到相关研究结果后,尝试不仅基于结果和摘要来降低统计偏差,寻找测量方法,或研究背景因素。因此,不是简单的相关性分析方法,我们把每个模型级相关修正的人数的研究来减弱抽样误差。这将更加强调研究与更大的人群。
调查结果表明，品牌经理花更多的钱促销广告中的支出。作为经理参与推广活动,它们可以防止自己的品牌的负面影响，通过仔细选择产品的类型和价值来提供促销。我们发现使用突然降价特别不利于品牌的偏好。事实上,我们的研究结果表明, 提供优惠券可能导致增加岗位晋升的偏好。此外,在我们的数据库的整个研究中大型促销产品的价值(gt; 20%)被发现有不利对品牌偏好的影响。因此,管理者必须平衡之间的权衡所提供的直接促进销售大型促销活动和他们的地方品牌的长期风险,以提供高价值的促销活动。
我们的研究结果表明,管理者还必须考虑他们的产品的特性来评估潜在的削弱品牌偏好的促销。我们发现在消费者熟悉的品牌中促销，促销会更有害。所有,这个结果很可能适用于新的或相对不知名的品牌。因此,新的或少主导品牌的经理可能看起来比通过其他方式吸引试用促销活动。
品牌经理还应该注意产品类别的大小,他们因为竞争促进更大的负面影响在竞争对手相对较少的情况下。鉴于一系列小的竞争对手,提供的任何一个品牌的促销行动都有可能会引起消费者的注意。因此,品牌产品类别,如加工过的奶酪,尿布,罐装蔬菜,有相对较少的国家竞争对手可以通过促销活动来增长品牌偏好，并将产品放置在更大的风险下。小类别促销的影响也可能出现在有限的品种品牌推广中(如在商店。便利商店)。最后,促销耐用品和服务导致的负面影响比包装商品要低。这个结果可能反映了消费者在接受促销时对经常购买的耐用消费品时的反应，并规定这一行业的操作。这样的理念可以缓解消极归因对推广产品品牌时的负面影响。
产品的特点在决定晋升品牌偏好影响的程度上也扮演重要的角色。荟萃分析, 促销活动特别损害消费者熟悉的品牌的理论出现是由于缺乏熟悉一个品牌或由于使用现存的一些研究对品牌的假设。然而,一般的结果显示促销很可能适用于新的或相对不知名的品牌。
一般而言,促销活动不影响品牌偏好。然而,促销可以构建(特别是通过使用优惠券来构建)或偏离一个长期性的品牌偏好。产品的描述特征与负相关岗位晋升对品牌偏好的影响品牌经理的判断,他们根据风险分析来决定促销的策略与选择，并不是所有类型的产品都适用于促销，不同的类型对品牌偏好的晋升有着截然相反的作用。了所以在解促销的效果特征后来发布宣传品牌，是经理的通常性选择，通过促销的形式(优惠券、保险费)和价值(即。,不到20%的产品价值)的推广,将风险降到最低。
当促销对品牌偏好也可能有更多的负面影响时,是由于提供的产品与的产品竞争过少。因此,促销活动更有可能导致在产品类别中降低的品牌评估。最后,促销的耐用品和服务与更多的负面影响有关岗位晋升品牌偏好而不是被包装商品促销产品。这一发现表明, 当促销活动不是一个类别标准或消费者很少接触到促销活动时，促销可能损害品牌偏好。因此建议服务经理和持久的品牌避免通过他们的提供的促销差异化来诱惑吸引消费者。
外文文献出处：Journal of Retailing Volume 82, Issue 3, 2006, Pages 203–213
附外文文献原文
The effect of sales promotion on post-promotion brand preference: A meta-analysis
Abstract
The benefit of sales promotions is that they induce choice. However, this benefit may be offset by undermining preference for the brand when it is no longer promoted. Despite the fact that sales promotions have long been employed in marketing practice and researched academically, a clear understanding of the impact of sales promotion on post-promotion brand preference continues to evade brand managers and marketing scholars alike. This manuscript attempts to provide insight on the effects of sales promotions on brand preference by integrating results from 51 studies on the subject. Our meta-analysis suggests that, on average, sales promotions do not affect post-promotion brand preference. However, depending upon characteristic of the sales promotion and the promoted product, promotions can either increase or decrease preference for a brand. The empirical results provide insights for crafting promotion strategy and for understanding the process by which promotions influence brand preference.
Keywords
Sales promotionPost-promotion brand preferenceMeta-analysis
Introduction
Sales promotions are typically viewed as temporary incentives that encourage the trial of a product or service (Kotler, 1988 and Webster, 1971). Not surprisingly, most research on their use explores the effect of promotions at the time in which they are offered (Blattberg and Neslin, 1989 and Leone and Srinivasan, 1996). Relatively less attention has been devoted to investigating the consequences of sales promotions for brand preference after the promotion has ended. Furthermore, scholastic opinion on whether promotions help or hinder a brand in subsequent choice periods is mixed.
Some researchers assert that sales promotions can undermine brand preference. Aaker (1996, p. 187) states that promotions have the potential to damage brand equity by focusing the consumers attention too heavily on price. Similarly, Keller (1998) warns of a number of disadvantages of sales promotions such as decreased brand loyalty, increased bra
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The effect of sales promotion on post-promotion brand preference: A meta-analysis
Abstract
The benefit of sales promotions is that they induce choice. However, this benefit may be offset by undermining preference for the brand when it is no longer promoted. Despite the fact that sales promotions have long been employed in marketing practice and researched academically, a clear understanding of the impact of sales promotion on post-promotion brand preference continues to evade brand managers and marketing scholars alike. This manuscript attempts to provide insight on the effects of sales promotions on brand preference by integrating results from 51 studies on the subject. Our meta-analysis suggests that, on average, sales promotions do not affect post-promotion brand preference. However, depending upon characteristic of the sales promotion and the promoted product, promotions can either increase or decrease preference for a brand. The empirical results provide insights for crafting promotion strategy and for understanding the process by which promotions influence brand preference.
Keywords
Sales promotionPost-promotion brand preferenceMeta-analysis
Introduction
Sales promotions are typically viewed as temporary incentives that encourage the trial of a product or service (Kotler, 1988 and Webster, 1971). Not surprisingly, most research on their use explores the effect of promotions at the time in which they are offered (Blattberg and Neslin, 1989 and Leone and Srinivasan, 1996). Relatively less attention has been devoted to investigating the consequences of sales promotions for brand preference after the promotion has ended. Furthermore, scholastic opinion on whether promotions help or hinder a brand in subsequent choice periods is mixed.
Some researchers assert that sales promotions can undermine brand preference. Aaker (1996, p. 187) states that promotions have the potential to damage brand equity by focusing the consumers attention too heavily on price. Similarly, Keller (1998) warns of a number of disadvantages of sales promotions such as decreased brand loyalty, increased brand switching, decreased quality perceptions and increased price sensitivity. Conversely, other researchers contend that sales promotions can increase brand preference (e.g., Davis et al., 1992 and Rothschild and Gaidis, 1981). Thus, the extant literature is unclear as to whether sales promotions detract from or enhance brand preference.
Despite the widespread use of promotions in marketing practice and the equivocal research findings, there has been no systematic attempt to integrate extant research to determine the nature of the relationship between the use of sales promotions and brand preference once the promotion is rescinded. To address this, we conduct a meta-analysis to evaluate the results of previously published research that links the use of sales promotion to indicators of post-promotion brand preference. In addition to examining the central tendency of association between sales promotion and brand preference, we also identify conditions that might moderate this relationship. In the following section, we review the relevant literature and define our analytical domain. We then describe our methodology and provide a detailed presentation of our results. We conclude with a discussion of the implications emanating from this research.
The research domain
Researchers have investigated several aspects of consumersrsquo; responses to sales promotions. Inquiry has primarily focused on whether, and by how much, promotions increase choice at the time of the promotion (Goodman and Moody, 1970 and Massy and Frank, 1965). Related research investigated the ability of variables such as promotion type (Schneider and Currim 1991) and promotion value (Leone and Srinivasan 1996) to moderate the relationship between promotion and choice. While relatively fewer studies have been conducted, researchers have also examined if sales promotions have an impact that extends beyond the time they are offered. In so doing, rationale has been forwarded both to predict that promotions will decrease preference for a brand and that they will increase preference for a brand. Making prediction even more difficult, the mechanisms associated with a positive post-promotion effect and those associated with a negative effect may operate simultaneously (Blattberg and Neslin 1989)
Promotions may increase post-promotion preference via purchase reinforcement (Blattberg and Neslin, 1989 and Pauwels et al., 2002). For existing brand users, promotion reinforcement occurs by reminding existing customers to buy the brand thereby buttressing their preference for it. For non-users, promotions may induce trial thereby bolstering attitudes and the likelihood of repurchase. The case that sales promotions will decrease post-promotion brand preference has been summarized from a behavioral standpoint as the promotion usage effect (Blattberg and Neslin 1989). Consumers may make negative attributions about the brand as they look for explanations as to why the brand needs to promote. Promotion usage effects may also arise by shaping consumersrsquo; behavior toward buying promoted products (Rothschild 1987). Given the widespread availability of promotions, this is likely to result in the selection of a competing brand that is promoted when the previously chosen brand rescinds its promotion.
Econometric studies of promotions indicate that they may also undermine brand preference by lowering consumersrsquo; price expectations. Literature suggests that consumers evaluate prices relative to their expectations (Lattin and Bucklin, 1989 and Papatla and Krishnamurthi, 1996). A price that is higher than expected decreases the probability that a brand will be chosen. Price expectations, in turn, appear to be a function of previously observed prices (e.g., Rajendram and Tellis 1994). Thus, by lowering the price t
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