PLEASE! WRAP THIS GIFT FOR ME: THE BRAND´S EFFECT WITH DIFFERENT PROMOTIONAL FRAMES

Abstract
The main purpose of this study is to analyze the brand´s effect on advertising with different promotional frames [Discount vs. Save]. In total 178 individuals participated in the study. In experiment 1, results showed that, consumer has a higher intention to recommend and product quality perception when the brand is recognized by the market. In experiment 2, it was found that, recognized and unrecognized brands were better evaluated when the term Discount is used in promoting the offer. Therefore, managers should consider the term Discount to improving their sales when competing with recognized brands.

Authors
Leonardo Aureliano-Silva1, Suzane Strehlau2, Vivian Strehlau3
Anhembi Morumbi University, Brazil1, High School of Advertising and Marketing, Brazil2,3

Keywords
Brand, Framing, Promotion, Discount, Save
Published By :
ICTACT
Published In :
ICTACT Journal on Management Studies
( Volume: 3 , Issue: 1 )
Date of Publication :
Februray 2017

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