دانلود رایگان مقاله لاتین فرهنگ چهارچوب بندی تبلیغات از سایت الزویر
عنوان فارسی مقاله:
بررسی بین فرهنگی اثرات چهارچوب بندی تبلیغاتی بر پاسخ مصرف کنندگان: مقایسه چین و پاکستان
عنوان انگلیسی مقاله:
Cross-cultural examination of the effects of promotional framing on consumers’ responses: A comparison of China and Pakistan
سال انتشار : 2015
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مقدمه انگلیسی مقاله:
1. Introduction
Sales promotions as important tools for marketers to boost sales are being increasingly studied by scholars (Chaharsoughi & Yasory, 2012). Sales promotions can be edited as various types in different ways leading to different consumer responses (e.g., Crespo-Almendros, Del Barrio-García & Alcántara-Pilar, 2015; Pacheco & Rahman, 2015), which is defined as promotional framing. Buy one get one free and buy two get fifty percent off promotion, standing for value adding and value increasing promotion respectively (Gilbert & Jackaria, 2002), are very common used both under online and offline environment. To our knowledge, few studies clearly and systematically compared these two representative types of sales promotions under online environment, although there are some relevant studies under traditional environment. For instance, Sinha and Smith (2000) have studied the impacts of 50% off, buy one get one free and buy two get 50% off promotion on transaction value, considering the effects of stock-up characteristic and price level of the products. Based on the study of Sinha and Smith (2000),Li, Sun and Wang (2007) further compared the impacts of 50% off and buy one get one free promotion on consumer perceptions of value, also examining the moderating effects of stock-up characteristic and consumable nature of the products. In addition, Lowe (2010) explored the moderating effect of perceived performance risk on the impact of extra free product promotions (e.g., buy one get one free) and price discounts promotion (e.g., 50% off) on consumer transaction value and purchase intention. Based on Lowe (2010) study, Shen (2014) examined how perceived fit between a line/ brand extension and its parent brand moderates the effects of buy one get one free and 50% off promotion on consumer transaction value and purchase intention. From above literature review, we know that the effects of promotional framing on consumers’ responses are widely studied. However, 50% off and buy one get one free are generally supposed to have same unit cost but not mathematically equivalent absolute costs. Thus, we propose that buy one get one free and buy two get fifty percent off, equivalent in both total and unit costs, are more worthy to be explored.
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کلمات کلیدی:
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