Non-monetary sales promotion effects on credit cards

Rochele Isabel Bagnolini Boschetti (), Marcelo Gattermann Perin (), Márcia Dutra Barcellos (), Cláudio Hoffmann Sampaio () and Kenny Basso ()
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Rochele Isabel Bagnolini Boschetti: Banco Cooperativo Sicredi
Marcelo Gattermann Perin: Pontifical Catholic University of Rio Grande do Sul (PUCRS)
Márcia Dutra Barcellos: Federal University of Rio Grande do Sul (UFRGS)
Cláudio Hoffmann Sampaio: Pontifical Catholic University of Rio Grande do Sul (PUCRS)
Kenny Basso: Faculdade Meridional – IMED

Journal of Financial Services Marketing, 2017, vol. 22, issue 1, No 2, 3-13

Abstract: Abstract This study fills an important gap in the literature by exploring the effects of the attractiveness of a non-monetary promotion with premiums on credit card purchase intention and brand selection. Two experimental studies involving 386 undergraduates were done. Non-monetary sales promotions with attractive premiums have a positive influence on the credit card purchase intention, compared to non-monetary sales promotions with unattractive premiums. On brand choice, non-monetary sales promotions with attractive premiums increase the likelihood of brand choice promoted. Premiums attractiveness is an important variable in the evaluation of a promotional offer that aims to increase the intention purchase and motivate the selection of brand. This study helps managers in choosing the types of premiums that are valued by consumers in a promotion. Most of the studies explore monetary promotions, while this study contributes to literature by exploring the gap about the effects of non-monetary sales promotions on purchase intention and brand selection, especially in the bank services environment.

Keywords: Sales promotion; Non-momentary promotion; Purchase intention; Brand choice; Financial services (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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DOI: 10.1057/s41264-017-0017-6

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