دورية أكاديمية
Investigating the Features of Sales Promotions: Conceptualization and Empirical Evidence
| العنوان: | Investigating the Features of Sales Promotions: Conceptualization and Empirical Evidence |
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| المؤلفون: | Bilson Simamora, Syanne Emmanuella Xzyfanequo |
| المصدر: | International Review of Management and Marketing, Vol 14, Iss 3 (2024) |
| بيانات النشر: | EconJournals, 2024. |
| سنة النشر: | 2024 |
| المجموعة: | LCC:Management. Industrial management LCC:Business |
| مصطلحات موضوعية: | Utilitarian Value, Hedonic Value, Credibility, Time Frame, Uncertainty, Congruency, Requirement, Consequences, Attractiveness, Management. Industrial management, HD28-70, Business, HF5001-6182 |
| الوصف: | Amid the tight competition and subtle differences between the available options, sales promotion has become an important marketing strategy, primarily for e-commerce companies. However, the fast development leaves the sales promotion concept behind. Specifically, the academicians have not reached a solid conclusion about sales promotion features. This study aims to unify the scattered features of sales promotion tools and demonstrate the direct or indirect influence of chosen techniques on behavioral intention. The study identifies six features of sales promotion tools, and they influence consumer behavior directly or indirectly through attractiveness, following the comprehension and non-comprehension models. Future researchers could investigate the joint effect of features, tools, and companies on consumer behavior. |
| نوع الوثيقة: | article |
| وصف الملف: | electronic resource |
| اللغة: | English |
| تدمد: | 2146-4405 |
| العلاقة: | http://www.econjournals.com/index.php/irmm/article/view/15992Test; https://doaj.org/toc/2146-4405Test |
| DOI: | 10.32479/irmm.15992 |
| الوصول الحر: | https://doaj.org/article/25d10aa2f568447aa141b6147aaf2c33Test |
| رقم الانضمام: | edsdoj.25d10aa2f568447aa141b6147aaf2c33 |
| قاعدة البيانات: | Directory of Open Access Journals |
| تدمد: | 21464405 |
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| DOI: | 10.32479/irmm.15992 |