ผลกระทบของการส่งเสริมการขายและคุณค่าตราสินค้าต่อพฤติกรรมผู้บริโภค
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Abstract
With the 2X2 factorial design, this experimental study was aimed to study the impacts of two factors. The manipulations were on types of sales promotion (premium and sweepstake) and levels of brand equity (high equity and low equity). The dependent variable was consumer behavior which composed of attitude toward sales promotion, attitude toward brand, surprise, brand image, purchase intention and satisfaction. The data were collected with 120 undergraduate students. The findings showed that sales promotion factor had no significant main effects on consumer behavior. However, brand equity factor presented main effects on consumer behavior. That is, high equity brand yielded significantly higher levels of attitude toward sales promotion, attitude toward brand, surprise, brand image, purchase intention and satisfaction than low equity brand. And, when together, the two factors showed no significant interaction effect on consumer behavior.
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References
ภาษาไทย
แมคโดนัลด์ Model เปิดเส้นทางสู่คอนวีเนียนไลฟ์สไตล์. (2552), วันที่เข้าถึงข้อมูล 13 เมษายน 2555, แหล่งที่มาhttp://www.brandage.com
STARBUCKS “Sociability”. (2547), วันที่เข้าถึงข้อมูล 13 เมษายน 2555, แหล่งที่มา http://www.brandage.com
3 Ps สูตรแห่งความสําเร็จ Starbucks. (2553), วันที่เข้าถึงข้อมูล 13 เมษายน 2555, แหล่งที่มา htp://www.brandage.com
“โออิชิตัน” เปิดศึกซัมเมอร์ ชิง “ตัวจริง” ทัวร์ยกแก๊ง. (2555), วันที่เข้าถึงข้อมูล 10 เมษายน 2555, แหล่งที่มาhttp://www.prachachat.net/
ภาษาอังกฤษ
Aaker, D. (1991). Managing brand equity: Capitalizing on the value of brand name. New York: Free Press.
Aaker, D. (1996). Building strong brand. New York: Free Press.
Assael, H. (2004). Consumer behavior: A strategic approach. New York: Houghton Miffin.
d'Astous, A., & Jacob, I. (2002). Understanding consumer reactions to premium-based promotional offers. European Journal of Marketing, 36(11), 1270-1286.
Baker, M. J., & Churchill, J. R. (1977). The impact of physically attractive models on advertising
evaluations. Journal of Marketing Research, 19(11), 538-555.
Belch, G. E., & Belch, M. A. (2009). Advertising and promotion: An integrated marketing communications perspective (8th ed.). Boston: McGraw-Hill.
Bui, M., Krishen, A. S., & Bates, K. (2009). Modeling regret effects on consumer post-purchase decisions. European Journal of Marketing, 45(7), 1068-1090.
Burton, S., & Lichtenstein, D. R. (1988). The effect of ad claims and ad context on attitude toward the advertisement. Journal of Advertising, 17(1), 3-11.
Campbell, L., & Diamond, W.D. (1993). Framing and sales promotions: The characteristics of a good deal?. Journal of Consumer Marketing, 7(4), 25-31.
Campbell, M. C. (2002). Building brand equity. International Journal of Medical Marketing, 2(3),
208-218.
Chen, C., & Tseng, W. (2010). Exploring customer-based airline brand equity: Evidence from Taiwan. Journal of Transportation, 49(1), 24-34.
Chun, W. L. (2002). Sales promotions as strategic communication: The case of Singapore. Journal of Product & Brand Management, 11(2), 103-114.
Dang, P. J., & Koshy, A. (2004). An empirical view of the different types of consumer promotions in India. Retrieved April 9, 2012, from http://www.iimahd.ernet.in/publications/data/ 2004-03-03priyajha.pdf
Darke, P. R., & Freedman, J. L. (1997). The belief in good luck scale. Journal of Research in Personality, 31, 486-511.
Dibb, S., Simkin, L., Pride, W. M., & Ferrell, O.C. (1994). Marketing: Concepts and Strategies. Boston: Houghton Mifflin.
Farquhar, P. (1989). Managing brand equity. Marketing Research, 1(9), 24-33.
Hoyer, W. D., & Maclnnis D. J. (2001). Consumer behavior (2nd ed.). Boston: Houghton Mifflin.
Izard, C. E. (1977). Human emotions. New York: Plenum Press.
Kapferer. J. (2004). The new strategic brand management (3rd ed.). London: Kogan Page.
Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Upper Saddle River: Pearson Prentice Hall.
Kim, C. D., Lee, C. C., & Whang, Y. (2001). Increasing response rate in industrial mail surveys: The effect of respondent involvement in sweepstakes incentive. Academy of Marketing Studies Journal, 5(1),49-56.
Kotler, P. (2003). Marketing management (11th ed.). Upper Saddle River, NJ: Prentice Hall.
Kulin, E. (2009). Starbucks case study. Retrieved April 13, 2012, from http://www.slideshare.net/ekulin/starbucks-case-study
Liao, S., Shen, Y., & and Chu, C. (2009). The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behavior. International Journal of Consumer Studies, 33, 274-284.
Liao, S., & Ze, Y. (2006). The effects of nonmonetary sales promotions on consumer preferences:
The contingent role of product category. The Journal of American Academy of Business, 8(2), 196-203.
Lowe, B., & Barnes, B. R. (2011). Consumer perceptions of monetary and non-monetary introductory promotions for new products. Journal of Marketing Management, 28(5), 1-23.
Luk, S. T., & Yip, L. S. (2008). The moderator effect of monetary promotion on the relationship between brand trust and purchase behavior. Brand Management, 15(1), 452-464.
Lutz, R. J. (1991). The role of attitude theory in marketing. In H. H. Kassarijan, & T. S. Robertson (Eds.), Perspectives in consumer behavior (4" ed.). Englewood Cliffs, NJ: Prentice Hall.
Marconi, J. (2000). The brand marketing book: creating, managing, and extending the value of your brand. Lincolnwood, IL: NTC.
Montaner, T., Chernatony, L., & Buil, I. (2011). Consumer response to gift promotions. Journal of Product & Brand Management, 20(2), 101-110.
Murphy, J. M. (1990). Brand strategy. Cambridge: Director Books.
O’Guinn, T. C., Allen, C. T., & Semenik, R. J. (2006). Advertising and integrated brand promotion (4"h ed.). Mason, Ohio: Thomson South-Western.
Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(43), 43-53.
Peter, P. J., & Olson, J. (2005). Consumer behavior & marketing strategy (7th ed.).Boston, MA:
McGraw-Hill.
Ramos, V., & Franco, M. J. (2005). The impact of marketing communication and price promotion on
brand equity. The Journal of Brand Management, 12(6), 431-444.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8th ed.). Upper Saddle River, NJ: Prentice Hall.
Shimp, T. A. (2010). Integrated marketing communication in advertising and promotion (8'h ed.).
United States, South-Western: Cengage Learning.
Solomon, M. R. (2011). Consumer behavior: Buying, having, and being (9th ed.). Upper Saddle River, NJ: Prentice Hall.
Stanley, R. E. (1982). Promotion: Advertising, publicity, personal selling, sales promotion (2nd ed.). Englewood Cliffs, NJ: Prentice-Hall.
Starbucks. (2012). Retrieved April 13, 2012, from http://en.wikipedia.org/wiki/Starbucks
Westberg, K. J. (2004). The impact of cause-related marketing on consumer attitude to the brand and purchase intention: a comparison with sponsorship and sales promotion (Doctoral dissertation). Retrieved from http://www4.gu.edu.au:8080/adt-root/uploads/approved/adtQGU20050211.124210/public/02Whole.pdf
Zheng, Y., & Kivetz, R. (2009). The differential promotion effectiveness on hedonic versus utilitarian products. Advances in Consumer Research, 36, 565.
แมคโดนัลด์ Model เปิดเส้นทางสู่คอนวีเนียนไลฟ์สไตล์. (2552), วันที่เข้าถึงข้อมูล 13 เมษายน 2555, แหล่งที่มาhttp://www.brandage.com
STARBUCKS “Sociability”. (2547), วันที่เข้าถึงข้อมูล 13 เมษายน 2555, แหล่งที่มา http://www.brandage.com
3 Ps สูตรแห่งความสําเร็จ Starbucks. (2553), วันที่เข้าถึงข้อมูล 13 เมษายน 2555, แหล่งที่มา htp://www.brandage.com
“โออิชิตัน” เปิดศึกซัมเมอร์ ชิง “ตัวจริง” ทัวร์ยกแก๊ง. (2555), วันที่เข้าถึงข้อมูล 10 เมษายน 2555, แหล่งที่มาhttp://www.prachachat.net/
ภาษาอังกฤษ
Aaker, D. (1991). Managing brand equity: Capitalizing on the value of brand name. New York: Free Press.
Aaker, D. (1996). Building strong brand. New York: Free Press.
Assael, H. (2004). Consumer behavior: A strategic approach. New York: Houghton Miffin.
d'Astous, A., & Jacob, I. (2002). Understanding consumer reactions to premium-based promotional offers. European Journal of Marketing, 36(11), 1270-1286.
Baker, M. J., & Churchill, J. R. (1977). The impact of physically attractive models on advertising
evaluations. Journal of Marketing Research, 19(11), 538-555.
Belch, G. E., & Belch, M. A. (2009). Advertising and promotion: An integrated marketing communications perspective (8th ed.). Boston: McGraw-Hill.
Bui, M., Krishen, A. S., & Bates, K. (2009). Modeling regret effects on consumer post-purchase decisions. European Journal of Marketing, 45(7), 1068-1090.
Burton, S., & Lichtenstein, D. R. (1988). The effect of ad claims and ad context on attitude toward the advertisement. Journal of Advertising, 17(1), 3-11.
Campbell, L., & Diamond, W.D. (1993). Framing and sales promotions: The characteristics of a good deal?. Journal of Consumer Marketing, 7(4), 25-31.
Campbell, M. C. (2002). Building brand equity. International Journal of Medical Marketing, 2(3),
208-218.
Chen, C., & Tseng, W. (2010). Exploring customer-based airline brand equity: Evidence from Taiwan. Journal of Transportation, 49(1), 24-34.
Chun, W. L. (2002). Sales promotions as strategic communication: The case of Singapore. Journal of Product & Brand Management, 11(2), 103-114.
Dang, P. J., & Koshy, A. (2004). An empirical view of the different types of consumer promotions in India. Retrieved April 9, 2012, from http://www.iimahd.ernet.in/publications/data/ 2004-03-03priyajha.pdf
Darke, P. R., & Freedman, J. L. (1997). The belief in good luck scale. Journal of Research in Personality, 31, 486-511.
Dibb, S., Simkin, L., Pride, W. M., & Ferrell, O.C. (1994). Marketing: Concepts and Strategies. Boston: Houghton Mifflin.
Farquhar, P. (1989). Managing brand equity. Marketing Research, 1(9), 24-33.
Hoyer, W. D., & Maclnnis D. J. (2001). Consumer behavior (2nd ed.). Boston: Houghton Mifflin.
Izard, C. E. (1977). Human emotions. New York: Plenum Press.
Kapferer. J. (2004). The new strategic brand management (3rd ed.). London: Kogan Page.
Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Upper Saddle River: Pearson Prentice Hall.
Kim, C. D., Lee, C. C., & Whang, Y. (2001). Increasing response rate in industrial mail surveys: The effect of respondent involvement in sweepstakes incentive. Academy of Marketing Studies Journal, 5(1),49-56.
Kotler, P. (2003). Marketing management (11th ed.). Upper Saddle River, NJ: Prentice Hall.
Kulin, E. (2009). Starbucks case study. Retrieved April 13, 2012, from http://www.slideshare.net/ekulin/starbucks-case-study
Liao, S., Shen, Y., & and Chu, C. (2009). The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behavior. International Journal of Consumer Studies, 33, 274-284.
Liao, S., & Ze, Y. (2006). The effects of nonmonetary sales promotions on consumer preferences:
The contingent role of product category. The Journal of American Academy of Business, 8(2), 196-203.
Lowe, B., & Barnes, B. R. (2011). Consumer perceptions of monetary and non-monetary introductory promotions for new products. Journal of Marketing Management, 28(5), 1-23.
Luk, S. T., & Yip, L. S. (2008). The moderator effect of monetary promotion on the relationship between brand trust and purchase behavior. Brand Management, 15(1), 452-464.
Lutz, R. J. (1991). The role of attitude theory in marketing. In H. H. Kassarijan, & T. S. Robertson (Eds.), Perspectives in consumer behavior (4" ed.). Englewood Cliffs, NJ: Prentice Hall.
Marconi, J. (2000). The brand marketing book: creating, managing, and extending the value of your brand. Lincolnwood, IL: NTC.
Montaner, T., Chernatony, L., & Buil, I. (2011). Consumer response to gift promotions. Journal of Product & Brand Management, 20(2), 101-110.
Murphy, J. M. (1990). Brand strategy. Cambridge: Director Books.
O’Guinn, T. C., Allen, C. T., & Semenik, R. J. (2006). Advertising and integrated brand promotion (4"h ed.). Mason, Ohio: Thomson South-Western.
Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(43), 43-53.
Peter, P. J., & Olson, J. (2005). Consumer behavior & marketing strategy (7th ed.).Boston, MA:
McGraw-Hill.
Ramos, V., & Franco, M. J. (2005). The impact of marketing communication and price promotion on
brand equity. The Journal of Brand Management, 12(6), 431-444.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8th ed.). Upper Saddle River, NJ: Prentice Hall.
Shimp, T. A. (2010). Integrated marketing communication in advertising and promotion (8'h ed.).
United States, South-Western: Cengage Learning.
Solomon, M. R. (2011). Consumer behavior: Buying, having, and being (9th ed.). Upper Saddle River, NJ: Prentice Hall.
Stanley, R. E. (1982). Promotion: Advertising, publicity, personal selling, sales promotion (2nd ed.). Englewood Cliffs, NJ: Prentice-Hall.
Starbucks. (2012). Retrieved April 13, 2012, from http://en.wikipedia.org/wiki/Starbucks
Westberg, K. J. (2004). The impact of cause-related marketing on consumer attitude to the brand and purchase intention: a comparison with sponsorship and sales promotion (Doctoral dissertation). Retrieved from http://www4.gu.edu.au:8080/adt-root/uploads/approved/adtQGU20050211.124210/public/02Whole.pdf
Zheng, Y., & Kivetz, R. (2009). The differential promotion effectiveness on hedonic versus utilitarian products. Advances in Consumer Research, 36, 565.