Impact of store-level promotions, price consciousness, and brand image on impulse purchase: analyzing the inter-construct interactions and the moderating role of prior knowledge and social influences

SHUKLA, PAURAV and Banerjee, Madhumita (2011) Impact of store-level promotions, price consciousness, and brand image on impulse purchase: analyzing the inter-construct interactions and the moderating role of prior knowledge and social influences Asia Pacific Advances in Consumer Research, 9 .

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Abstract

Marketing literature has conceptually and empirically established the direct effects of different variables on impulse purchase. However, literature has yet to study the simultaneous interactions between variables influencing impulse purchase. In this paper, we measure the direct effects of store-level promotions, brand image and price consciousness and also examine 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. The results when taken collectively provide substantial segmentation opportunity for manufacturers of branded goods and retailers.

Item Type:Journal article
Subjects:N000 Business and Management
N000 Business and Management > N500 Marketing
N000 Business and Management > N500 Marketing > N540 Retail Marketing
Faculties:Brighton Business School
Brighton Business School > Marketing Research Group
ID Code:8668
Deposited By:Converis
Deposited On:14 Jun 2011 08:55
Last Modified:07 Mar 2014 11:09

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