Le prospectus promotionnel, de la communication prix à la publicité d'ambiance

Béatrice Parguel ()
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Béatrice Parguel: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: Store flyers' effects are rarely studied from the manufacturers' point of view. Therefore, this research specifically examines their influence on brand attention and perceived quality. Our experiment shows that store flyers appear as a form of ambient advertising and that consumers are note very sensitive to the information on prices that they convey. Thus, store flyers first increase brand attention, then enhance brand perceived quality. They would then contribute to develop brand equity, contrary to the widespread idea of a negative effect of sales promotion communication on it.

Keywords: store flyer; brand attention; perceived quality; ambient advertising; prospectus; notoriété de la marque; image de qualité; publicité d'ambiance (search for similar items in EconPapers)
Date: 2010
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00636233v1
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Published in Colloque Etienne Thil, 2010, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00636233

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