Many retailers and food service providers offer programs as part of their loyalty programs in which customers are given stamps for each purchase of a qualifying product or service and redeemed for a reward once a certain number of stamps have been accumulated. We identify which stimuli in such goal-directed motivational promotions induce customers to participate in the program.

Characterized by connectivity, recent digital technologies have a significant effect on relationships between consumers and firms. Consumers rely on SNS to learn product and/or service information to decide what to purchase. In dealing with this change, some firms struggle to leverage SNS because it fundamentally changes the way marketing communications are executed. Previously, marketing departments planned and executed marketing communications with their prospects and customers. However, owing to connectively through recent digital technologies, everyone in firms can send a message to consumers. Therefore, decentralization of marketing communication roles plays critical roles in recent digital environment.

Today, mobile advertising is an important tool as interactive communication has a great potential to promote market sales. This study is to examine the effect of price perception on behavioral intention to use mobile phone-based promotions, and compare the differences in choice heuristics between levels of the intention to use mobile promotions. Multi-item scales for price perception, choice heuristics and mobile-based promotions were either developed in our qualitative study or adopted from existing scales in literatures (Lichtenstein, et al., 1993; Bettman & Park, 1980). Based on behavioral intention to use, mobile promotions were classified into three types, such as sales promotion, reward program and brand ads. All items were measured on a seven point rating scale (1=very unlikely, 7=very likely). A pilot study was conducted in which 97 female consumers who had ever redeemed mobile promotions for purchasing fashion products. Respondents were aged from 18 to 35 years (average age=23.6 years). Factor analysis revealed that price perception extracted three factors, such as price consciousness (items =4, Cronbach’s α=.90), coupon proneness (items =5, Cronbach’s α=.89), and sales proneness (items =4, Cronbach’s α=.89). Regression analysis was used to examine the effect of the price perceptional factors on use intentions for mobile promotions. For sales promotion, price consciousness (β=.27, p<.01) and coupon proneness had significant effects on intention to redeem for sales or coupon (F=13.59, p<.001, Adjusted R2=.29); price consciousness (β=.22, p<.05) and coupon proneness (β=.36, p<.01) significantly affected behavioral intention to participate in reward program (e.g., QR code events, point mileage, free gift, etc.) (F=10.34, p<.001, Adjusted R2=.23); and intention to use brand ads was significantly affected by sales proneness (β=.26, p<.05) and price consciousness (β=.24, p<.05; F=9.18, p<.001, Adjusted R2=.21). For purchasing in mobile context, consumer choice heuristic was consisted of five rules: compensatory, lexicographic, price-based conjunctive, affect-referral heuristic and sequent elimination in the mobile context. It is found that consumer choice rule was differed by intention to use mobile promotions. There was a significant difference in lexicographic (MLow=3.89, MHigh=4.63, t=-3.54, p<.01), price-based conjunctive (MLow=3.64, MHigh=4.13, t=-2.12, p<.05), and affect-referral heuristic (MLow=3.31, MHigh=4.02, t=-2.95, p<.01) between high and low levels of use intention for redemption for sales or coupon; for reward program, there was significant difference in price-based conjunctive (MLow=3.45, MHigh=4.27, t=-3.72, p<.001) or sequent elimination (MLow=4.39, MHigh=5.00, t=-2.13, p<.05) between the high and low levels of use intention. Also, there was a significant difference in price-based conjunctive rule between high and low levels of use intention for brand ads (MLow=3.49, MHigh=4.30, t=-3.76, p<.001). The findings extended a consumer choice model under mobile promotional stimuli and discussed a managerial implication to build effective promotional strategy in the context of mobile commerce..

This study investigates (1) how promotion activities in intra-firm and inter-firm levels influence customers’ total spending amount (revenue) and (2) how customer- and firm-generated online information influences revenue directly and indirectly in luxury hotel industry.

This study aims to investigate the effects of price promotions on the perception of a brand in the mind of consumer in luxury market. This study extends the previous literature on price promotional strategy and brand equity (brand awareness, brand image, and brand loyalty) by focusing on how a consumer perceives functional value and psychological value to create brand equity in luxury products.

This study examines the effects of sampling promotion of a new product in terms of the purchase and WOM. Existing users of the category and related category which the new product were introduced tend to purchase it, compare to non-users. Consumers who knew about the new product before receiving the sample tend to engage into WOM

방송 편성전략의 최종적인 목표는 ‘최대 시청자 확보’이다. 방송채널이 제한 적인 시절에는 최대시청자 확보는 그리 어려운 일이 아니었다. 하지만 기 술발전으로 인한 채널의 폭발적인 증가로 인해 시청자는 분산되었고, 시청률은 경 향적으로 하락하는 현상이 나타났다. 이제 방송사는 단순히 프로그램을 제작하고, 배열하는 편성전략과 더불어 프로그램의 방영정보와 내용을 알려 시청자를 모집해 야하는 상황에 직면한 것이다. 이 연구는 변화한 방송환경에 대응하기 위한 방송사의 편성전략으로서 프로그램 프로모션의 채널별 특성과 효과를 검증하고자하였다. 이를 위해 AGB닐슨의 프로 그램 시청률 자료와 더불어 광고 정보를 수집하는 KADD NMR의 프로모션 방영정 보를 결합하여 분석하였다. 분석결과 프로그램 프로모션은 정규편성보다는 특별편성이 많은 채널이 집중적으 로 집행하는 것으로 나타났지만, 그 밖의 프로모션의 기본적인 목표조차 충족하지 못하는 프로모션이 상당수 나타났다. 이는 아직까지 우리나라에서 프로그램 프로모 션의 중요성이나 기본적인 목적조차 정규화 되지 못하고 있는 것으로 볼 수 있다.

The purpose of this study was to investigate whether strategic alliance sales promotions have short-term or long-term or sales or communication effects in the family restaurant industry. The hypotheses were tested in family restaurant settings using a sample of customers visiting and enjoying food in the metropolitan city of Daegu. Empirical results confirmed that strategic alliance sales promotions had short-term and long-term effects, as well as sales and communication effects. Therefore, family restaurant managers should adopt or keep sales promotion strategic alliances with credit card companies. Furthermore, family restaurant managers should adopt or keep sales promotions with other companies. In a future study, more variables should be selected to test the sales promotion effects of strategic alliances.

This study aims to offer base line data for efficient conflicts control measures by first, analyzing the current situation of the regional comprehensive development project and second, identifying level, type and cause of the conflicts appeared during the development business promotion. For this purpose, theoretical side of this study establishes a basic frame by reviewing the existing researches in order to analyze the characteristics of the conflicts between the participation subjects in the development business, and the empirical side conducts survey and analysis on the awareness on these conflicts. As a result of the analysis, the survey revealed the followings. First, the respondents were aware of the overall promotions of the business quite positively, second, the conflicts were considered as a major obstacle against the development project promotion just as the other negative factors, third, majority of the responses on the seriousness of the conflicts were neutral which meant that the conflicts could be deepened by situations, fourth, most respondents had positive recognition on the needs of conflict control training and its effectiveness, and last but not least, most respondents of the survey revealed their intentions to take parts in trouble shooting from the conflicts. Based on the results above, we were able to extract several elements to consider preparing the countermeasures for the conflicts. First, specific plan should be arranged and institutionalized in order to control the conflicts between the residents at the initial stage of the development business or even before. Second, the specific plan must lower its threshold for easy participation of the residents in that region and make the residents main body of the conflict control. Third, enhanced conflict control education must be provided to the residents of the region where comprehensive development plan is in progress or being prepared.