The direct and interactive effects of store-level promotions on impulse purchase: Moderating impact of category familiarity and normative influences
The direct and interactive effects of store-level promotions on impulse purchase: Moderating impact of category familiarity and normative influences
Marketing literature conceptually and empirically establishes the direct effects of different variables on impulse purchase. However, the simultaneous interactions between variables influencing impulse purchase are yet to be studied. This paper measures the direct effects of store-level promotions, brand equity, and price consciousness and also examines the interactive effects of store-level promotions and the moderating influence of category familiarity and normative influences. The results demonstrate the importance of simultaneous examination of interplay between different consumer and store-level variables. Collectively, the results provide substantial segmentation opportunities for manufacturers of branded goods and retailers.
242-250
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Banerjee, Madhumita
aa2f5228-6b0c-409b-abfe-5d141b9285bc
July 2014
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Banerjee, Madhumita
aa2f5228-6b0c-409b-abfe-5d141b9285bc
Shukla, Paurav and Banerjee, Madhumita
(2014)
The direct and interactive effects of store-level promotions on impulse purchase: Moderating impact of category familiarity and normative influences.
Journal of Consumer Behaviour, 13 (4), .
(doi:10.1002/cb.1461).
Abstract
Marketing literature conceptually and empirically establishes the direct effects of different variables on impulse purchase. However, the simultaneous interactions between variables influencing impulse purchase are yet to be studied. This paper measures the direct effects of store-level promotions, brand equity, and price consciousness and also examines the interactive effects of store-level promotions and the moderating influence of category familiarity and normative influences. The results demonstrate the importance of simultaneous examination of interplay between different consumer and store-level variables. Collectively, the results provide substantial segmentation opportunities for manufacturers of branded goods and retailers.
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Accepted/In Press date: 24 October 2013
e-pub ahead of print date: 28 December 2013
Published date: July 2014
Identifiers
Local EPrints ID: 430710
URI: http://eprints.soton.ac.uk/id/eprint/430710
ISSN: 1472-0817
PURE UUID: 4b0481ef-c2e9-4740-bd4c-6ea771e05277
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Date deposited: 08 May 2019 16:30
Last modified: 16 Mar 2024 04:39
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Author:
Madhumita Banerjee
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