| Summary: | 碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 107 === In the consumer market, gifts are a common way of promotion. More and more brands and distributors regard “gifts” as the core of marketing activities by highlighting the value of gifts in advertising. It can be seen that the importance of gift marketing cannot be underestimated. In the past, research on gifts has focused on how the main products and gifts should be matched, the price information in gift promotions, and how the value of gifts should be chosen. The related topics on how the quality of the gift affects the main and gift brands in the promotion portfolio are less mentioned. Therefore, this study is to explore how consumers' attitudes toward the products in the promotion portfolio and their brands change in different gift qualities, and how such changes affect consumer satisfaction and repurchase intention. The result of research can provide strategic advice for major product manufacturers and gift manufacturers when conducting joint promotions.
In this research, the sneaker is the main product, and the Bluetooth headset is used as gifts. Through an experimental design of 2 (high/low brand awareness of the main brand) x2 (high/low brand awareness of the gift brand) x2 (good/bad quality of the gift), this research is targeted at college students, using convenient sampling and randomly distributing eight groups of questionnaires, a total of 191 valid samples were collected. After data analysis, it is found that brand awareness has a significant impact on brand preference and product perception quality, and the performance of the gift will affect consumers' preference for the main brand, the gift brand and the perceived quality of the main product and the gift. When the quality of the gift is good, it will have a positive impact on the gift brand and the gift itself, and the effect will spill over to the main brand and the main product. However, when the gifts are not performing well, the negative impact of the gifts themselves is relatively large, and the main products are less affected. And when respondents judge the merits and the responsibility of the gift quality, they will focus on the gift brand. It is worth noting that if the main brand of the gift is well-known, the respondents will think that the main brand also has credit, but in the attribution of negative responsibility, it is not considered that the well-known main brand is also responsible.
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