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

Sarah Mussol, Philippe Aurier and Séré de Lanauze, Gilles

Journal of Retailing and Consumer Services, 2019, vol. 47, issue C, 241-250

Abstract: 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 (non-monetary 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.

Keywords: Sales promotions; Relational orientation; Brand expression; Consumer–brand relationship (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:47:y:2019:i:c:p:241-250

DOI: 10.1016/j.jretconser.2018.11.020

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