The Effect of Promotion Type, Promotion Situation, and Product Involvement on Brand Evaluations and Purchase Intention.

• Main Authors: Chia-Wei Huang, 黃家蔚
• Other Authors: Ming-Tien Tsai
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/33408835960829043775

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 92 === 　　Sales promotion is usually a short-term selling cause tool; it excites consumers or retailing to bring faster and more product or service. This research wants to understand sales promotion affect brand evaluation and purchase intention. The main objectives are as followed: first, we want to know the ways of sales promotion have influences on brand evaluations and purchase intentions or not. Second, we want to know the considering different product　involvements, the ways of sales promotion have influences on brand evaluations and purchase intentions or not. Third, the considering different promotion situation, the ways of sales promotion have influences on brand evaluations and purchase intentions or not. 　　In this research, We investigate what kinds of effects, including main and interactive effects, the ways of sales promotion(price discount or premium) promotion situation(limited amount、limited time、limited amount and time、without any limits) product involvement(high or low)would have on brand evaluations and purchase intentions.According to MANOVA analysis, we have some findings as follows: 1. The ways of sales promotion have influences on brand evaluations and purchase Intentions. 2. Considering different product involvements, the ways of sales promotion have a portion of influences on brand evaluations and purchase Intentions. 3. Considering different promotion situation, the ways of sales promotion have a portion of influences on brand evaluations and purchase intentions.