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A process model of the effects of price promotions on brand image
Author(s) -
Hunt Kenneth A.,
Keaveney Susan M.
Publication year - 1994
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220110602
Subject(s) - process (computing) , psychology , brand image , image (mathematics) , advertising , marketing , business , computer vision , computer science , operating system
This article introduces a model to explain the process by which consumer satisfaction or dissatisfaction with price promotions can influence brand image. Specifically, the model explores conditions under which consumers experience satisfaction or dissatisfaction with price promotions, predicts ways that consumers might engage in various levels of attributional processing about price promotion satisfaction or dissatisfaction, and examines how consumer attributions of price promotion satisfaction or dissatisfaction influence brand image. Managerial implications and directions for future research are also offered. © 1994 John Wiley & Sons, Inc.