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What's in a Name? The differential impact of branded vs. generic promotional credit on repurchase intention

Author

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  • Ramadoss, Raghuram

Abstract

This study examines the differential impact of branded (e.g., Kohl's Cash) versus generic (e.g., Amazon cashback) promotional credit on consumers' repurchase intentions in online retail settings. Across five experimental studies, we find that promotional credit framed as generic currency leads to higher repurchase intentions than branded currency when the redemption window is longer. This counterintuitive finding - contradicting the expectation that brand-linked promotions become more effective over time - is explained by a temporal construal fit: generic currency evokes abstract thinking and aligns better with longer time frames, whereas branded currency, being more concrete, is more effective in short-term contexts. However, this effect is moderated by customer's regulatory focus, such that promotion-focused consumers are less sensitive to the branded–generic currency distinction. These findings contribute to research on pricing, promotional framing, and construal level theory, while offering actionable insights for designing more effective loyalty and incentive programs in digital retail.

Suggested Citation

  • Ramadoss, Raghuram, 2026. "What's in a Name? The differential impact of branded vs. generic promotional credit on repurchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925002541
    DOI: 10.1016/j.jretconser.2025.104475
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    References listed on IDEAS

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