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Le prospectus promotionnel, de la communication prix à la publicité d'ambiance

Author

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  • Béatrice Parguel

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

Store flyers' effects are rarely studied from the manufacturers' point of view. Therefore, this research specifically examines their influence on brand attention and perceived quality. Our experiment shows that store flyers appear as a form of ambient advertising and that consumers are note very sensitive to the information on prices that they convey. Thus, store flyers first increase brand attention, then enhance brand perceived quality. They would then contribute to develop brand equity, contrary to the widespread idea of a negative effect of sales promotion communication on it.

Suggested Citation

  • Béatrice Parguel, 2010. "Le prospectus promotionnel, de la communication prix à la publicité d'ambiance," Post-Print halshs-00636233, HAL.
    • Handle: RePEc:hal:journl:halshs-00636233
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00636233
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    References listed on IDEAS

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    3. Ruth N. Bolton, 1989. "The Relationship Between Market Characteristics and Promotional Price Elasticities," Marketing Science, INFORMS, vol. 8(2), pages 153-169.
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