مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

Developing in-store brand strategies and relational expression through sales promotions

نویسنده
Sepideh Arabi
Business Management Department, Allameh Tabatabai University, Tehran, Iran.
JABM.3.2.15564.352151
چکیده
Supermarkets and hypermarkets are large self-service stores in which thousands of competing branded products are displayed to consumers. Competition is tough and the stakes are particularly high for manufacturers as the channel is very dense with a small number of retailers controlling most of the market.1 To stand out from rivals, brands must find ways to add value to their programs. Sales promotions are efficient tools for increasing sales, but as they are often based on price they can be considered detrimental to brand image . Previous research has shown that within stores, brands can keep a degree of control over consumer relationships through specific marketing tactics, including merchandising, category management, trade marketing and sales promotions . This paper explores in-store sales promotion as a tool for manufacturers in developing in-store relationships with consumers. Our empirical application in the ice cream category examines the effects of sales promotions (nonmonetary vs. monetary) on perceived brand expression. The results show that non-monetary promotions generate more relational benefits than price-based promotions. They appear to be a significant lever in developing relationships with consumers within the supermarket retail channel, where brands have no formal control over their distribution. Such sales promotions convey brand willingness to develop relationships during in-store encounters. This research identifies sales promotion programs as tools for influencing the consumer–brand relationship within the supermarket retail context.
کلیدواژه‌ها
Sales promotions
Relational orientation
Brand expression
Consumer&‌ndash
brand relationship

موضوعات

عنوان مقاله English

Developing in-store brand strategies and relational expression through sales promotions

نویسنده English

Sepideh Arabi
Business Management Department, Allameh Tabatabai University, Tehran, Iran.
چکیده English

Supermarkets and hypermarkets are large self-service stores in which thousands of competing branded products are displayed to consumers. Competition is tough and the stakes are particularly high for manufacturers as the channel is very dense with a small number of retailers controlling most of the market.1 To stand out from rivals, brands must find ways to add value to their programs. Sales promotions are efficient tools for increasing sales, but as they are often based on price they can be considered detrimental to brand image . Previous research has shown that within stores, brands can keep a degree of control over consumer relationships through specific marketing tactics, including merchandising, category management, trade marketing and sales promotions . This paper explores in-store sales promotion as a tool for manufacturers in developing in-store relationships with consumers. Our empirical application in the ice cream category examines the effects of sales promotions (nonmonetary vs. monetary) on perceived brand expression. The results show that non-monetary promotions generate more relational benefits than price-based promotions. They appear to be a significant lever in developing relationships with consumers within the supermarket retail channel, where brands have no formal control over their distribution. Such sales promotions convey brand willingness to develop relationships during in-store encounters. This research identifies sales promotion programs as tools for influencing the consumer–brand relationship within the supermarket retail context.

کلیدواژه‌ها English

Sales promotions
Relational orientation
Brand expression
Consumer&‌ndash
brand relationship
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