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.