Skip to main content

Tipp

Weitere Artikel dieser Ausgabe durch Wischen aufrufen

22.11.2022 | Original Empirical Research

Unintended effects of price promotions: Forgoing competitors’ price promotions strengthens incumbent brand loyalty

verfasst von: Alexander B. Pratt, Stacey G. Robinson, Clay M. Voorhees, Joyce (Feng) Wang, Michael D. Giebelhausen

Erschienen in: Journal of the Academy of Marketing Science

Einloggen, um Zugang zu erhalten
share
TEILEN

Abstract

A majority of consumers resist switching brands when exposed to competitor sales promotions. Yet, in an effort to entice consumers to switch brands, firms spend more on sales promotions, in the form of price promotions such as discounts and coupons, than any other advertising and marketing expense. Interestingly, marketing research devotes much attention to understanding how the small subset of consumers who switch are impacted by a firm’s promotional efforts, yet little attention is focused on how forgoing a competitive promotion alters a consumer’s loyalty to an incumbent brand. The present research focuses on the potential unintended consequences of price promotions and demonstrates when a competitor brand’s offer fails to motivate consumers to switch brands, a consumer’s resistance to the promotion subsequently increases loyalty to- and spending with- their incumbent brand. Across seven studies, this research demonstrates how a competing firm’s attempt to lure consumers away from a competitor’s brand can strengthen loyalty for the incumbent brand.
Anhänge
Nur mit Berechtigung zugänglich
Fußnoten
1
Given stayers could be matched with up to two counterparts who were not aware of competitor promotions, the sample size for “control” consumers exceeds the stayer consumers. This is typical in average treatment effect modeling.
 
2
Post hoc, we re-ran the analyses while controlling for relative preference for Dunkin’ – Starbucks and the same results are achieved with respect to sign, significance, and magnitude, providing further evidence these results persist after controlling for potential self-selection issues related to relative differences in brand loyalty across the two conditions.
 
Literatur
Zurück zum Zitat Arnould, E. (1998). Daring consumer oriented ethnography. In B. Stern (ed.), Representing consumers (pp. 85–126). Routledge. Arnould, E. (1998). Daring consumer oriented ethnography. In B. Stern (ed.), Representing consumers (pp. 85–126). Routledge.
Zurück zum Zitat Bhattacharya, C. B., & Sen, S. (2003). Consumer—company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76–88. CrossRef Bhattacharya, C. B., & Sen, S. (2003). Consumer—company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76–88. CrossRef
Zurück zum Zitat Bawa, K., & Shoemaker, R. W. (1987). The coupon-prone consumer: Some findings based on purchase behavior across product classes. Journal of Marketing, 51, 99–110. (October). CrossRef Bawa, K., & Shoemaker, R. W. (1987). The coupon-prone consumer: Some findings based on purchase behavior across product classes. Journal of Marketing, 51, 99–110. (October). CrossRef
Zurück zum Zitat Beatty, S. E., & Kahle, L. R. (1988). Alternative hierarchies of the attitude–behavior relationship: the impact of brand commitment and habit. Journal of the Academy of Marketing Science, 16(Summer), 1–10. CrossRef Beatty, S. E., & Kahle, L. R. (1988). Alternative hierarchies of the attitude–behavior relationship: the impact of brand commitment and habit. Journal of the Academy of Marketing Science, 16(Summer), 1–10. CrossRef
Zurück zum Zitat Bem, D. J. (1965). An experimental analysis of self-persuasion. Journal of Experimental Social Psychology, 1, 199–218. CrossRef Bem, D. J. (1965). An experimental analysis of self-persuasion. Journal of Experimental Social Psychology, 1, 199–218. CrossRef
Zurück zum Zitat Blattberg, R. C., Briesch, R., & Fox, E. J. (1995). How promotions work. Marketing Science, 14(3), Part 2, G122-G132. Blattberg, R. C., Briesch, R., & Fox, E. J. (1995). How promotions work. Marketing Science, 14(3), Part 2, G122-G132.
Zurück zum Zitat Blattberg, R. C., & Neslin, S. A. (1990). Sales promotion: concepts, methods, and strategies. Prentice Hall. Blattberg, R. C., & Neslin, S. A. (1990). Sales promotion: concepts, methods, and strategies. Prentice Hall.
Zurück zum Zitat Bless, H., & Forgas, J. P. (2000). The message within: Toward a social psychology of subjective experiences. Psychology Press. Bless, H., & Forgas, J. P. (2000). The message within: Toward a social psychology of subjective experiences. Psychology Press.
Zurück zum Zitat Brocato, E. D., Voorhees, C. M., & Baker, J. (2012). Understanding the influence of cues from other customers in the service experience: A scale development and validation. Journal of Retailing, 88(3), 384–398. Brocato, E. D., Voorhees, C. M., & Baker, J. (2012). Understanding the influence of cues from other customers in the service experience: A scale development and validation. Journal of Retailing, 88(3), 384–398.
Zurück zum Zitat Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7–27. CrossRef Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7–27. CrossRef
Zurück zum Zitat Chaplin, L. N., & Roedder, J. D. (2005). The development of self-brand connections in children and adolescents. Journal of Consumer Research, 32(1), 119–129. CrossRef Chaplin, L. N., & Roedder, J. D. (2005). The development of self-brand connections in children and adolescents. Journal of Consumer Research, 32(1), 119–129. CrossRef
Zurück zum Zitat Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65–81. CrossRef Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65–81. CrossRef
Zurück zum Zitat Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81–93. CrossRef Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81–93. CrossRef
Zurück zum Zitat Crosby, L. A., & Taylor, J. R. (1983). Psychological commitment and its effects on post-decision evaluation and preference stability among voters. Journal of Consumer Research, 9(4), 413–431. Crosby, L. A., & Taylor, J. R. (1983). Psychological commitment and its effects on post-decision evaluation and preference stability among voters. Journal of Consumer Research, 9(4), 413–431.
Zurück zum Zitat Crosby, L. A., & Stephens, N. (1987). Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research, 24(4), 404–411. CrossRef Crosby, L. A., & Stephens, N. (1987). Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research, 24(4), 404–411. CrossRef
Zurück zum Zitat Davis, S. J., Inman, J., & McAlister, L. (1992). Promotion has a negative effect on brand evaluations—or does it? Additional disconfirming evidence. Journal of Marketing Research, 29(1), 143–148. Davis, S. J., Inman, J., & McAlister, L. (1992). Promotion has a negative effect on brand evaluations—or does it? Additional disconfirming evidence. Journal of Marketing Research, 29(1), 143–148.
Zurück zum Zitat Deighton, J., Henderson, C. M., & Neslin, S. A. (1994). The effects of advertising on brand switching and repeat purchasing. Journal of Marketing Research, 31(1), 28–43. CrossRef Deighton, J., Henderson, C. M., & Neslin, S. A. (1994). The effects of advertising on brand switching and repeat purchasing. Journal of Marketing Research, 31(1), 28–43. CrossRef
Zurück zum Zitat DelVecchio, D., Henard, D. H., & Freling, T. H. (2006). The effect of sales promotion on post- promotion brand preference: a meta-analysis. Journal of Retailing, 82(3), 203–213. CrossRef DelVecchio, D., Henard, D. H., & Freling, T. H. (2006). The effect of sales promotion on post- promotion brand preference: a meta-analysis. Journal of Retailing, 82(3), 203–213. CrossRef
Zurück zum Zitat DelVecchio, D., Krishnan, S. H., & Smith, D. C. (2007). Cents or percent? The effects of promotion framing on price expectations and choice. Journal of Marketing, 71, 158–170. CrossRef DelVecchio, D., Krishnan, S. H., & Smith, D. C. (2007). Cents or percent? The effects of promotion framing on price expectations and choice. Journal of Marketing, 71, 158–170. CrossRef
Zurück zum Zitat Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. CrossRef Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. CrossRef
Zurück zum Zitat Dickson, P. R., & Sawyer, A. G. (1990). The price knowledge and search of supermarket shoppers. Journal of Marketing, 54, 42–53. CrossRef Dickson, P. R., & Sawyer, A. G. (1990). The price knowledge and search of supermarket shoppers. Journal of Marketing, 54, 42–53. CrossRef
Zurück zum Zitat Dodson, J. A., Tybout, A. M., & Sternthal, B. (1978). Impact of deals and deal retraction on brand switching. Journal of Marketing Research, 15(February), 73–81. Dodson, J. A., Tybout, A. M., & Sternthal, B. (1978). Impact of deals and deal retraction on brand switching. Journal of Marketing Research, 15(February), 73–81.
Zurück zum Zitat Eagly, A. H., & Chaiken, S. (1975). An attribution analysis of the effect of communicator characteristics on opinion change: The case of communicator attractiveness. Journal of Personality and Social Psychology, 32(1), 136. CrossRef Eagly, A. H., & Chaiken, S. (1975). An attribution analysis of the effect of communicator characteristics on opinion change: The case of communicator attractiveness. Journal of Personality and Social Psychology, 32(1), 136. CrossRef
Zurück zum Zitat Einwiller, S. A., Fedorikhin, A., Johnson, A. R., & Kamins, M. A. (2006). Enough is enough! When identification no longer prevents negative corporate associations. Journal of the Academy of Marketing Science, 34(2), 185–194. CrossRef Einwiller, S. A., Fedorikhin, A., Johnson, A. R., & Kamins, M. A. (2006). Enough is enough! When identification no longer prevents negative corporate associations. Journal of the Academy of Marketing Science, 34(2), 185–194. CrossRef
Zurück zum Zitat Escalas, J. E., & Bettman, J. E. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339–348. CrossRef Escalas, J. E., & Bettman, J. E. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339–348. CrossRef
Zurück zum Zitat Escalas, J. E., & Bettman, J. R. (2009). Celebrity endorsement and self-brand connections. Advances in Consumer Research, 36, 45–48. Escalas, J. E., & Bettman, J. R. (2009). Celebrity endorsement and self-brand connections. Advances in Consumer Research, 36, 45–48.
Zurück zum Zitat Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157. CrossRef Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157. CrossRef
Zurück zum Zitat Fazio, R. H., & Zanna, M. P. (1978). Attitudinal qualities relating to the strength of the attitude- behavior relationship. Journal of Experimental Social Psychology, 14(4), 398–408. CrossRef Fazio, R. H., & Zanna, M. P. (1978). Attitudinal qualities relating to the strength of the attitude- behavior relationship. Journal of Experimental Social Psychology, 14(4), 398–408. CrossRef
Zurück zum Zitat Feick, L. F., & Price, L. L. (1987). The market maven: A diffuser of marketplace information. Journal of Marketing, 51, 83–97. (January). CrossRef Feick, L. F., & Price, L. L. (1987). The market maven: A diffuser of marketplace information. Journal of Marketing, 51, 83–97. (January). CrossRef
Zurück zum Zitat Fong, N. M., Fang, Z., & Luo, X. (2015). Geo-conquesting: Competitive locational targeting of mobile promotions. Journal of Marketing Research, 52, 726–735. CrossRef Fong, N. M., Fang, Z., & Luo, X. (2015). Geo-conquesting: Competitive locational targeting of mobile promotions. Journal of Marketing Research, 52, 726–735. CrossRef
Zurück zum Zitat Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. CrossRef Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. CrossRef
Zurück zum Zitat Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1–31. CrossRef Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1–31. CrossRef
Zurück zum Zitat Ganesh, J., Arnold, M., & Reynolds, K. (2000). Understanding the customer base of service providers: an examination of the differences between switchers and stayers. Journal of Marketing, 64(3), 65–87. CrossRef Ganesh, J., Arnold, M., & Reynolds, K. (2000). Understanding the customer base of service providers: an examination of the differences between switchers and stayers. Journal of Marketing, 64(3), 65–87. CrossRef
Zurück zum Zitat Gedenk, K., & Neslin, S. A. (1999). The role of retail promotion in determining future brand loyalty: Its effect on purchase event feedback. Journal of Retailing, 75, 433–459. CrossRef Gedenk, K., & Neslin, S. A. (1999). The role of retail promotion in determining future brand loyalty: Its effect on purchase event feedback. Journal of Retailing, 75, 433–459. CrossRef
Zurück zum Zitat Giebelhausen, M., Chun, H. H., Cronin, J. J. Jr., & Hult, G. T. M. (2016). Adjusting the warm- glow thermostat: How incentivizing participation in voluntary green programs moderates their impact on service satisfaction. Journal of Marketing, 80(4), 56–71. CrossRef Giebelhausen, M., Chun, H. H., Cronin, J. J. Jr., & Hult, G. T. M. (2016). Adjusting the warm- glow thermostat: How incentivizing participation in voluntary green programs moderates their impact on service satisfaction. Journal of Marketing, 80(4), 56–71. CrossRef
Zurück zum Zitat Gremler, D. D., Van Vaerenbergh, Y., Bruggen, E. C., & Gwinnerm, K. P. (2020). Understanding and managing customer relational benefits in services: A meta-analysis. Journal of the Academy of Marketing Science, 48(3), 1–19. CrossRef Gremler, D. D., Van Vaerenbergh, Y., Bruggen, E. C., & Gwinnerm, K. P. (2020). Understanding and managing customer relational benefits in services: A meta-analysis. Journal of the Academy of Marketing Science, 48(3), 1–19. CrossRef
Zurück zum Zitat Grewal, D., Gotlieb, J., & Marmorstein, H. (1994). The moderating effects of message framing and source credibility on the price-perceived risk relationship. Journal of Consumer Research, 21(1), 145–153. CrossRef Grewal, D., Gotlieb, J., & Marmorstein, H. (1994). The moderating effects of message framing and source credibility on the price-perceived risk relationship. Journal of Consumer Research, 21(1), 145–153. CrossRef
Zurück zum Zitat Griffin, J., & Lowenstein, M. W. (2001). Customer winback: How to recapture lost customers - And keep them loyal. Jossey-Bass. Griffin, J., & Lowenstein, M. W. (2001). Customer winback: How to recapture lost customers - And keep them loyal. Jossey-Bass.
Zurück zum Zitat Gupta, S. (1988). Impact of Sales Promotions on When, What, and How Much to Buy. Journal of Marketing Research, 25(November), 342–355. CrossRef Gupta, S. (1988). Impact of Sales Promotions on When, What, and How Much to Buy. Journal of Marketing Research, 25(November), 342–355. CrossRef
Zurück zum Zitat Hardesty, D. M., Bearden, W. O., & Carlson, J. P. (2007). Persuasion knowledge and consumer reactions to pricing tactics. Journal of Retailing, 83(2), 199–210. Hardesty, D. M., Bearden, W. O., & Carlson, J. P. (2007). Persuasion knowledge and consumer reactions to pricing tactics. Journal of Retailing, 83(2), 199–210.
Zurück zum Zitat Hayes, A. F. (2013). An introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press. Hayes, A. F. (2013). An introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press.
Zurück zum Zitat Ho-Dac, N. N., Carson, S. J., & Moore, W. L. (2013). The effects of positive and negative online customer reviews: do brand strength and category maturity matter? Journal of Marketing, 77(6), 37–53. CrossRef Ho-Dac, N. N., Carson, S. J., & Moore, W. L. (2013). The effects of positive and negative online customer reviews: do brand strength and category maturity matter? Journal of Marketing, 77(6), 37–53. CrossRef
Zurück zum Zitat Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78–89. CrossRef Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78–89. CrossRef
Zurück zum Zitat Hogreve, J., Iseke, A., Derfuss, K., & Eller, T. F. (2017). The service profit chain: A meta- analytic test of a comprehensive theoretical framework. Journal of Marketing, 81, 41–61. CrossRef Hogreve, J., Iseke, A., Derfuss, K., & Eller, T. F. (2017). The service profit chain: A meta- analytic test of a comprehensive theoretical framework. Journal of Marketing, 81, 41–61. CrossRef
Zurück zum Zitat Holbrook, M. B., & Corfman, K. P. (1985). Quality and value in the consumption experience: Paedrus rides again. Perceived Quality, 31(2), 31–57. Holbrook, M. B., & Corfman, K. P. (1985). Quality and value in the consumption experience: Paedrus rides again. Perceived Quality, 31(2), 31–57.
Zurück zum Zitat Horvath, C., & Fok, D. (2013). Moderating factors of immediate, gross, and net cross-brand effects of price promotions. Marketing Science, 32(1), 127–152. CrossRef Horvath, C., & Fok, D. (2013). Moderating factors of immediate, gross, and net cross-brand effects of price promotions. Marketing Science, 32(1), 127–152. CrossRef
Zurück zum Zitat Hulland, J., & Houston, M. (2021). The importance of behavioral outcomes. Journal of the Academy of Marketing Science, 49, 437–440. CrossRef Hulland, J., & Houston, M. (2021). The importance of behavioral outcomes. Journal of the Academy of Marketing Science, 49, 437–440. CrossRef
Zurück zum Zitat Inman, J. J., McAlister, L., & Hoyer, W. D. (1990). Promotion signal: proxy for a price cut? Journal of Consumer Research, 17, 74–81. CrossRef Inman, J. J., McAlister, L., & Hoyer, W. D. (1990). Promotion signal: proxy for a price cut? Journal of Consumer Research, 17, 74–81. CrossRef
Zurück zum Zitat Jiang, Y., Zhan, L., & Rucker, D. D. (2014). Power and action orientation: power as a catalyst for consumer switching behavior. Journal of Consumer Research, 41(1), 183–196. CrossRef Jiang, Y., Zhan, L., & Rucker, D. D. (2014). Power and action orientation: power as a catalyst for consumer switching behavior. Journal of Consumer Research, 41(1), 183–196. CrossRef
Zurück zum Zitat Johnson, M. D., Herrmann, A., & Huber, F. (2006). The evolution of loyalty intentions. Journal of Marketing, 70(2), 122–132. CrossRef Johnson, M. D., Herrmann, A., & Huber, F. (2006). The evolution of loyalty intentions. Journal of Marketing, 70(2), 122–132. CrossRef
Zurück zum Zitat Johnson, A. R., Matear, M., & Thomson, M. (2011). A coal in the heart: Self-relevance as a post-exit predictor of consumer anti-brand actions. Journal of Consumer Research, 38(1), 108–125. Johnson, A. R., Matear, M., & Thomson, M. (2011). A coal in the heart: Self-relevance as a post-exit predictor of consumer anti-brand actions. Journal of Consumer Research, 38(1), 108–125.
Zurück zum Zitat Jost, J. T., Kruglanski, A. W., & Nelson, T. O. (1998). Social metacognition: an expansionist review. Personality and Social Psychology Review, 2(2), 137–154. CrossRef Jost, J. T., Kruglanski, A. W., & Nelson, T. O. (1998). Social metacognition: an expansionist review. Personality and Social Psychology Review, 2(2), 137–154. CrossRef
Zurück zum Zitat Kahn, B. E., & Louie, T. A. (1990). Effects of retraction of price and promotions on brand choice behavior for variety-seeking and last-purchase-loyal consumers. Journal of Marketing Research, 27(3), 279–289. CrossRef Kahn, B. E., & Louie, T. A. (1990). Effects of retraction of price and promotions on brand choice behavior for variety-seeking and last-purchase-loyal consumers. Journal of Marketing Research, 27(3), 279–289. CrossRef
Zurück zum Zitat Keller, W. I. Y., Deleersnyder, B., & Gedenk, K. (2019). Price promotions and popular events. Journal of Marketing, 83(1), 73–88. CrossRef Keller, W. I. Y., Deleersnyder, B., & Gedenk, K. (2019). Price promotions and popular events. Journal of Marketing, 83(1), 73–88. CrossRef
Zurück zum Zitat Kendrick, A. (1998), “Promotional products vs. price promotion in fostering customer loyalty: A report of two controlled field experiments”. Journal of Services Marketing, 12(4), 312–26. Kendrick, A. (1998), “Promotional products vs. price promotion in fostering customer loyalty: A report of two controlled field experiments”. Journal of Services Marketing, 12(4), 312–26.
Zurück zum Zitat Khamitov, M., Wang, X., & Thomson, M. (2019). How well do consumer-brand relationships drive customer brand loyalty? Generalizations from a meta-analysis of brand relationship elasticities. Journal of Consumer Research, 46(3), 435–459. Khamitov, M., Wang, X., & Thomson, M. (2019). How well do consumer-brand relationships drive customer brand loyalty? Generalizations from a meta-analysis of brand relationship elasticities. Journal of Consumer Research, 46(3), 435–459.
Zurück zum Zitat Kumar, V., & Pereira, A. (1995). Explaining the variation in short- term sales response to retail price promotion. Journal of the Academy of Marketing Science, 23(3), 155–169. CrossRef Kumar, V., & Pereira, A. (1995). Explaining the variation in short- term sales response to retail price promotion. Journal of the Academy of Marketing Science, 23(3), 155–169. CrossRef
Zurück zum Zitat Kumar, V., & Rajan, B. (2012). Social coupons as a marketing strategy: a multifaceted perspective. Journal of the Academy of Marketing Science, 40(1), 120–136. Kumar, V., & Rajan, B. (2012). Social coupons as a marketing strategy: a multifaceted perspective. Journal of the Academy of Marketing Science, 40(1), 120–136.
Zurück zum Zitat Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: a social identity theory perspective. Journal of Marketing, 74, 128–146. CrossRef Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: a social identity theory perspective. Journal of Marketing, 74, 128–146. CrossRef
Zurück zum Zitat Lewan, P. C., & Stotland, E. (1961). The Effects of Prior Information on Susceptibility to an Emotional Appeal. Journal of Abnormal and Social Psychology, 62(March), 450–453. CrossRef Lewan, P. C., & Stotland, E. (1961). The Effects of Prior Information on Susceptibility to an Emotional Appeal. Journal of Abnormal and Social Psychology, 62(March), 450–453. CrossRef
Zurück zum Zitat Lydon, J., Zanna, M. P., & Ross, M. (1988). Bolstering attitudes by autobiographical recall: Attitude persistence and selective memory. Personality and Social Psychology Bulletin, 14(March), 78–86. CrossRef Lydon, J., Zanna, M. P., & Ross, M. (1988). Bolstering attitudes by autobiographical recall: Attitude persistence and selective memory. Personality and Social Psychology Bulletin, 14(March), 78–86. CrossRef
Zurück zum Zitat Lewis, M. (2004). The influence of loyalty programs and short-term promotions on customer retention. Journal of Marketing Research, 41(August), 281–292. CrossRef Lewis, M. (2004). The influence of loyalty programs and short-term promotions on customer retention. Journal of Marketing Research, 41(August), 281–292. CrossRef
Zurück zum Zitat Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. (1995). Assessing the domain specificity of deal proneness: A field study. Journal of Consumer Research, 22(3), 314–326. CrossRef Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. (1995). Assessing the domain specificity of deal proneness: A field study. Journal of Consumer Research, 22(3), 314–326. CrossRef
Zurück zum Zitat Maxham III, J. G., & Netemeyer, R. G. (2002). A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts.  Journal of Marketing, 66(4), 57–71. Maxham III, J. G., & Netemeyer, R. G. (2002). A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts.  Journal of Marketing, 66(4), 57–71.
Zurück zum Zitat Mazursky, D., LaBarbera, P., & Aiello, A. (1987). When consumers switch brands. Psychology and Marketing, 4(Spring), 17–30. CrossRef Mazursky, D., LaBarbera, P., & Aiello, A. (1987). When consumers switch brands. Psychology and Marketing, 4(Spring), 17–30. CrossRef
Zurück zum Zitat Mela, C. F., Gupta, S., & Lehmann, D. R. (1997). The long-term impact of promotion and advertising on consumer brand choice. JMR. Journal of Marketing Research, 34(2), 248–261. CrossRef Mela, C. F., Gupta, S., & Lehmann, D. R. (1997). The long-term impact of promotion and advertising on consumer brand choice. JMR. Journal of Marketing Research, 34(2), 248–261. CrossRef
Zurück zum Zitat Mittal, B. (1994). An integrated framework for relating diverse consumer characteristics to supermarket coupon redemption. Journal of Marketing Research, 31(4), 533–544. CrossRef Mittal, B. (1994). An integrated framework for relating diverse consumer characteristics to supermarket coupon redemption. Journal of Marketing Research, 31(4), 533–544. CrossRef
Zurück zum Zitat Morales, A. C., Amir, O., & Lee, L. (2017). Keeping it real in experimental consumer research- understanding when, where, and how to enhance realism and measure consumer behavior. Journal of Consumer Research, 44, 465–476. CrossRef Morales, A. C., Amir, O., & Lee, L. (2017). Keeping it real in experimental consumer research- understanding when, where, and how to enhance realism and measure consumer behavior. Journal of Consumer Research, 44, 465–476. CrossRef
Zurück zum Zitat Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44. CrossRef Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44. CrossRef
Zurück zum Zitat Ortmeyer, G., Lattin, J. M., & Montgomery, D. B. (1991). Individual differences in response to consumer promotions. International Journal of Research in Marketing, 8, 169–186. CrossRef Ortmeyer, G., Lattin, J. M., & Montgomery, D. B. (1991). Individual differences in response to consumer promotions. International Journal of Research in Marketing, 8, 169–186. CrossRef
Zurück zum Zitat Page, C., & Herr, P. M. (2002). An investigation of the processes by which product design and brand strength interact to determine initial affect and quality judgements. Journal of Consumer Psychology, 12(2), 133–147. CrossRef Page, C., & Herr, P. M. (2002). An investigation of the processes by which product design and brand strength interact to determine initial affect and quality judgements. Journal of Consumer Psychology, 12(2), 133–147. CrossRef
Zurück zum Zitat Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. CrossRef Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. CrossRef
Zurück zum Zitat Peterson, R. A., & Wilson, W. R. (1992). Measuring customer satisfaction: fact and artifact. Journal of the Academy of Marketing Science, 20(1), 61–71. CrossRef Peterson, R. A., & Wilson, W. R. (1992). Measuring customer satisfaction: fact and artifact. Journal of the Academy of Marketing Science, 20(1), 61–71. CrossRef
Zurück zum Zitat Petty, R. E., Tormala, Z. L., & Rucker, D. D. (2004). Resisting persuasion by counterarguing: An attitude strength perspective. In J. T. Jost, M. R. Banaji, & D. A. Prentice (Eds.), Perspectivism in social psychology: The yin and yang of scientific progress (pp. 37–51). American Psychological Association. Petty, R. E., Tormala, Z. L., & Rucker, D. D. (2004). Resisting persuasion by counterarguing: An attitude strength perspective. In J. T. Jost, M. R. Banaji, & D. A. Prentice (Eds.), Perspectivism in social psychology: The yin and yang of scientific progress (pp. 37–51). American Psychological Association.
Zurück zum Zitat Pillai, K. G., & Kumar, V. (2012). Differential effects of value consciousness and coupon proneness on consumers’ persuasion knowledge of pricing tactics. Journal of Retailing, 88(1), 20–33. CrossRef Pillai, K. G., & Kumar, V. (2012). Differential effects of value consciousness and coupon proneness on consumers’ persuasion knowledge of pricing tactics. Journal of Retailing, 88(1), 20–33. CrossRef
Zurück zum Zitat Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades’ evidence. Journal of Applied Social Psychology, 34(2), 243–281. CrossRef Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades’ evidence. Journal of Applied Social Psychology, 34(2), 243–281. CrossRef
Zurück zum Zitat Pritchard, M. P., Havitz, M. E., & Howard, D. R. (1999). Analyzing the commitment-loyalty link in service contexts. Journal of the Academy of Marketing Science, 27(3), 333–348. CrossRef Pritchard, M. P., Havitz, M. E., & Howard, D. R. (1999). Analyzing the commitment-loyalty link in service contexts. Journal of the Academy of Marketing Science, 27(3), 333–348. CrossRef
Zurück zum Zitat Raghubir, P., & Corfman, K. (1999). When do price promotions affect pretrial brand evaluations? Journal of Marketing Research, 36(2), 211–222. CrossRef Raghubir, P., & Corfman, K. (1999). When do price promotions affect pretrial brand evaluations? Journal of Marketing Research, 36(2), 211–222. CrossRef
Zurück zum Zitat Ramanathan, S., & Dhar, S. K. (2010). The effect of sales promotions on the size and composition of the shopping basket: regulatory compatibility from framing and temporal restrictions. Journal of Marketing Research, 47(3), 542–552. CrossRef Ramanathan, S., & Dhar, S. K. (2010). The effect of sales promotions on the size and composition of the shopping basket: regulatory compatibility from framing and temporal restrictions. Journal of Marketing Research, 47(3), 542–552. CrossRef
Zurück zum Zitat Reichheld, F. F. (1996). Learning from customer defections. Harvard Business Review, 74(2), 56–57. Reichheld, F. F. (1996). Learning from customer defections. Harvard Business Review, 74(2), 56–57.
Zurück zum Zitat Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: quality comes to services. Harvard Business Review, 68(5), 105–111. Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: quality comes to services. Harvard Business Review, 68(5), 105–111.
Zurück zum Zitat Rothschild, M. L., & Gaidis, W. C. (1981). Behavioral learning theory: Its relevance to marketing and promotions. Journal of Marketing, 45(2), 70–78. CrossRef Rothschild, M. L., & Gaidis, W. C. (1981). Behavioral learning theory: Its relevance to marketing and promotions. Journal of Marketing, 45(2), 70–78. CrossRef
Zurück zum Zitat Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193–215. CrossRef Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193–215. CrossRef
Zurück zum Zitat Shaddy, F., & Lee, L. (2020). Price promotions cause impatience. Journal of Marketing Research, 57(1), 118–133. CrossRef Shaddy, F., & Lee, L. (2020). Price promotions cause impatience. Journal of Marketing Research, 57(1), 118–133. CrossRef
Zurück zum Zitat Shehu, E., Papies, D., & Neslin, S. A. (2020). Free shipping promotions and product returns. Journal of Marketing Research, 57(4), 640–658. Shehu, E., Papies, D., & Neslin, S. A. (2020). Free shipping promotions and product returns. Journal of Marketing Research, 57(4), 640–658.
Zurück zum Zitat Sherman, S. J., Crawford, M. T. & McConnell, A. R. (2004), “Looking ahead as a technique to reduce resistance to persuasive attempts”. In E. S. Knowles & J. A. Linn (Eds.), Resistance and persuasion. Lawrence Erlbaum. Sherman, S. J., Crawford, M. T. & McConnell, A. R. (2004), “Looking ahead as a technique to reduce resistance to persuasive attempts”. In E. S. Knowles & J. A. Linn (Eds.), Resistance and persuasion. Lawrence Erlbaum.
Zurück zum Zitat Sun, B. (2005). Promotion effect on endogenous consumption. Marketing Science, 24(3), 430–443. Sun, B. (2005). Promotion effect on endogenous consumption. Marketing Science, 24(3), 430–443.
Zurück zum Zitat Sun, B., Scott A. Neslin, & Srinivasan, K. (2003). Measuring the impact of promotions on brand switching when consumers are forward looking. Journal of Marketing Research, 40(4), 389–405. Sun, B., Scott A. Neslin, & Srinivasan, K. (2003). Measuring the impact of promotions on brand switching when consumers are forward looking. Journal of Marketing Research, 40(4), 389–405.
Zurück zum Zitat Tokman, M., Davis, L. M., & Lemon, K. N. (2007). The WOW factor: creating value through win-back offers to reacquire lost customers. Journal of Retailing, 83, 47–64. CrossRef Tokman, M., Davis, L. M., & Lemon, K. N. (2007). The WOW factor: creating value through win-back offers to reacquire lost customers. Journal of Retailing, 83, 47–64. CrossRef
Zurück zum Zitat Tormala, Z. L., & Petty, R. E. (2002). What doesn’t kill me makes me stronger: the effects of resisting persuasion on attitude certainty. Journal of Personality and Social Psychology, 83(6), 1298–1313. CrossRef Tormala, Z. L., & Petty, R. E. (2002). What doesn’t kill me makes me stronger: the effects of resisting persuasion on attitude certainty. Journal of Personality and Social Psychology, 83(6), 1298–1313. CrossRef
Zurück zum Zitat Tormala, Z. L., & Petty, R. E. (2004). Source credibility and attitude certainty: A metacognitive analysis of resistance to persuasion. Journal of Consumer Psychology, 14(4), 427–442. CrossRef Tormala, Z. L., & Petty, R. E. (2004). Source credibility and attitude certainty: A metacognitive analysis of resistance to persuasion. Journal of Consumer Psychology, 14(4), 427–442. CrossRef
Zurück zum Zitat Umashankar, N., Ward, M. K., & Dahl, D. W. (2017). The benefit of becoming friends: Complaining after service failures leads customers with strong ties to increase loyalty. Journal of Marketing, 81(6), 79–98. CrossRef Umashankar, N., Ward, M. K., & Dahl, D. W. (2017). The benefit of becoming friends: Complaining after service failures leads customers with strong ties to increase loyalty. Journal of Marketing, 81(6), 79–98. CrossRef
Zurück zum Zitat Umashankar, N., Bhagwat, Y., & Kumar, V. (2017). Do loyal customers really pay more for services? Journal of the Academy of Marketing Science, 45(6), 807–826. CrossRef Umashankar, N., Bhagwat, Y., & Kumar, V. (2017). Do loyal customers really pay more for services? Journal of the Academy of Marketing Science, 45(6), 807–826. CrossRef
Zurück zum Zitat Van Heerde, H. J., Gupta, S., & Wittink, D. R. (2003). Is 75% of the sales promotion bump due to brand switching? No, only 33% is. Journal of Marketing Research, 40(4), 481–491. CrossRef Van Heerde, H. J., Gupta, S., & Wittink, D. R. (2003). Is 75% of the sales promotion bump due to brand switching? No, only 33% is. Journal of Marketing Research, 40(4), 481–491. CrossRef
Zurück zum Zitat Wilson, A., Giebelhausen, M., & Brady, M. (2017). Negative word of mouth can be a positive for consumers connected to the brand. Journal of the Academy of Marketing Science, 45(4), 534–547. Wilson, A., Giebelhausen, M., & Brady, M. (2017). Negative word of mouth can be a positive for consumers connected to the brand. Journal of the Academy of Marketing Science, 45(4), 534–547.
Zurück zum Zitat Winterich, K. P., Mittal, V., & Swaminathan, V. (2014). Friends and family: How in-group- focused promotions can increase purchase. Customer Needs and Solutions, 1(4), 333–344. CrossRef Winterich, K. P., Mittal, V., & Swaminathan, V. (2014). Friends and family: How in-group- focused promotions can increase purchase. Customer Needs and Solutions, 1(4), 333–344. CrossRef
Zurück zum Zitat Wright, P., Friestad, M., & Boush, D. M. (2005). The development of marketplace persuasion knowledge in children, adolescents, and young adults. Journal of Public Policy & Marketing, 24(2), 222–233. Wright, P., Friestad, M., & Boush, D. M. (2005). The development of marketplace persuasion knowledge in children, adolescents, and young adults. Journal of Public Policy & Marketing, 24(2), 222–233.
Zurück zum Zitat Wu, C., & Shaffer, D. R. (1987). Susceptibility to Persuasive Appeals as a Function of Source Credibility and Prior Experience With the Attitude Object. Journal of Personality and Social Psychology, 52(4), 677–688. CrossRef Wu, C., & Shaffer, D. R. (1987). Susceptibility to Persuasive Appeals as a Function of Source Credibility and Prior Experience With the Attitude Object. Journal of Personality and Social Psychology, 52(4), 677–688. CrossRef
Zurück zum Zitat Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1–14. Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1–14.
Zurück zum Zitat Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brandy equity. Journal of the Academy of Marketing Science, 28(2), 195–211. Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brandy equity. Journal of the Academy of Marketing Science, 28(2), 195–211.
Zurück zum Zitat Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.
Zurück zum Zitat Zhang, K., Fengyan, C., & Zhengyu, S. (2021). Do promotions make consumers more generous? The impact of price promotions on consumers’ donation behavior. Journal of Marketing, 85(3), 240–255. Zhang, K., Fengyan, C., & Zhengyu, S. (2021). Do promotions make consumers more generous? The impact of price promotions on consumers’ donation behavior. Journal of Marketing, 85(3), 240–255.
Zurück zum Zitat Zhang, X., Li, S., & Burke, R. R. (2018). Modeling the effects of dynamic group influence on shopper zone choice, purchase conversion, and spending. Journal of the Academy of Marketing Science, 46(6), 1089–1107. Zhang, X., Li, S., & Burke, R. R. (2018). Modeling the effects of dynamic group influence on shopper zone choice, purchase conversion, and spending. Journal of the Academy of Marketing Science, 46(6), 1089–1107.
Zurück zum Zitat Zuwerink Jacks, J., & Cameron, K. A. (2003). Strategies for resisting persuasion. Basic and Applied Social Psychology, 25(2), 145–161. Zuwerink Jacks, J., & Cameron, K. A. (2003). Strategies for resisting persuasion. Basic and Applied Social Psychology, 25(2), 145–161.
Metadaten
Titel
Unintended effects of price promotions: Forgoing competitors’ price promotions strengthens incumbent brand loyalty
verfasst von
Alexander B. Pratt
Stacey G. Robinson
Clay M. Voorhees
Joyce (Feng) Wang
Michael D. Giebelhausen
Publikationsdatum
22.11.2022
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-022-00907-1