Consumer Response to Coupon Advertising

Publication Type

Journal Article

Publication Date

1-1995

Abstract

Because coupon advertising has both the characteristics of advertising and sales promotion, it may have distinctive effects on consumers that cannot be explained solely by coupons or advertising. Past studies present contradictory results as to the consumers' response to coupon advertising. Our experiment shows that while the coupon may be an incentive for loyal consumers of competing brands, it may be a distractor for brand-loyal consumers in processing the coupon advertising. For multi-brand users, coupons do not appear to have any distinctive effects on processing the coupon advertising. An empirical investigation of an integrated consumer response model to coupon advertising indeed shows that there are various interactive effects between the coupon and the main advertisement. These results may provide guidelines for making targeting and promotion decisions, especially for an internationally well-known brand that is entering a new market where local or other international brands are already serving the customers.

Discipline

Advertising and Promotion Management | Sales and Merchandising

Research Areas

Marketing

Publication

International Journal of Advertising

Volume

14

Issue

1

First Page

51

Last Page

53

ISSN

0265-0487

Identifier

10.1080/02650487.1995.11104596

Additional URL

https://doi.org/10.1080/02650487.1995.11104596

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