Moderating Effects of Sales Promotion Types

Moderating Effects of Sales Promotion Types

This paper aims to analyze the influence sales promotion types have on the relationship between perception of financial risk and perception of utilitarian and hedonic value on consumer purchase intentions. To this end, an experiment was conducted involving 589 participants divided into two groups...

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Bibliographic Details
Main Authors: Fernando de Oliveira Santini, Cláudio Hoffmann Sampaio, Marcelo Gattermann Perin, Lelis Balestrin Espartel, Wagner Junior Ladeira
Format: Article
Language:English
Published: Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) 2015-04-01
Series:BAR: Brazilian Administration Review
Subjects:
sales promotion; hedonic perception; utilitarian perception; financial risk perception
Online Access:http://www.anpad.org.br/periodicos/arq_pdf/a_1593.pdf

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