Roland Helm () (University of Jena, Faculty of Economics) Antje Mark Sabine Bley
Abstract
The present study develops and tests based on the objectives of the dual-mediation-model an effectiveness model for free premiums. The proposed model is tested using different types of free premiums' characteristics (value, product-premium fit) as well as characteristics of consumers (smart- shopper-self-perception, free-gift-proneness). The results of the study show that high-value free premiums lead to better assessments of the promotional offer than low-value free premiums. The use of low-value free premiums should be avoided due to negative irradiation effects on the assessment of the promotional product. Consumers consider the value of a free premium as more important than its functional relation to the product. Additionally, a moderating role is empirically verified for both consumers' characteristics.
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Length: Date of creation: 06 Jun 2007 Date of revision: Publication status: Published as "The Effect of Free Product Premiums on Attitudes and Buying Intention for Durable Goods: Moderating Effects of Value and Product Premium Fit in the Dual Mediation Model", in: European Retail Research, Vol. 23, No. 1, April 2009, S.21-45 Handle: RePEc:jen:jenjbe:2007-10
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