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This study presents the first field investigation of the sales impact of cause-related marketing promotions (CMPs) in retail settings. Whereas prior work primarily studies CMPs in simplified experimental settings, actual fast-moving consumer goods markets are considerably more complex; ergo, consumers are unlikely to consider and evaluate all brands and CMPs in detail. In this analysis based on 63 CMPs across 20 categories, the authors therefore investigate the short-term sales impact of CMPs as a function of the brand and category context in which they are executed. On average, CMPs run 11 weeks and donate 3.2% of product price, resulting in an average sales lift of 4.9% per week. The findings suggest that a necessary precondition for CMP success is that consumers notice it at the point of sale and hence have considered the CMP brand for reasons other than the CMP itself. Accordingly, the sales impact of CMP can more than double when the category assortment is smaller, the category has less price dispersion, the brand is a category leader, or the brand is priced below the category average. Brands operating in less favorable market conditions can still achieve above-average CMP impact by combining CMPs with price promotions to ensure consumer consideration. [ABSTRACT FROM AUTHOR]

Soda taxes are an increasingly popular policy tool that discourages purchases of sugar-sweetened beverages. This study analyzes how emphasis on marketing conduct elements and their effectiveness might change after soda tax introductions. Prior studies on the effect of soda taxes focus on price increases but neglect other relevant marketing conduct tools (i.e., promotional frequency, promotional discount depth, and feature promotion frequency). This study documents the changes to marketing conduct elements and their effectiveness due to the introduction of soda tax across more than 200 retail stores in five markets. Findings related to price changes are consistent with prior literature; in addition, the study reveals a substantial, hitherto overlooked decrease in promotional frequency (−2%), promotional depth (−12%), and feature promotion frequency (−14%) compared with matched control markets, exacerbating the tax's negative sales effect. Introducing a soda tax also considerably influences the marketing conduct's effectiveness, such that consumers become less sensitive to changes in regular price, feature promotions, and the depth of the promotional discount but respond more to the presence of promotions. Importantly, marketing conduct and effectiveness changes do not align (e.g., while consumers become more sensitive to promotion frequency, managers often reduce them), a relevant insight for policy making. [ABSTRACT FROM AUTHOR]

Price reductions take either an integrated form (e.g. a discount shown directly on the price tag) or a non-integrated form (e.g. a discount contained in a coupon sent to consumers and thus separate from the price tag). This research examines how non-integrated versus integrated promotions influence choices among vertically differentiated products. Under an integrated promotion (e.g. $10 off) applicable to multiple products (e.g. original list prices: $50 vs. $30), consumers directly compare these products' post-promotion final prices displayed on their price tags (after a reduction of $10: $40 vs. $20). In contrast, under a non-integrated promotion of the same monetary value, consumers simply compare these products' original list prices ($50 vs. $30) and neglect their post-promotion final prices, which require calculations. The list prices ($50 vs. $30; relative to the final prices: $40 vs. $20) as a basis for price comparison reduce the perceived price difference between these products. Consequently, a non-integrated promotion (compared to an integrated promotion) increases consumers' choice of higher-priced products. A series of experiments (N  = 5,187) demonstrate this effect and support the final price neglect mechanism. Furthermore, although attenuated, this effect still emerges for price reductions of a smaller magnitude or in a percent-off format. [ABSTRACT FROM AUTHOR]

This study examines how social media influencers (SMIs) perceive their role in the complex relationships between brands, followers, and society, the moral dilemmas they face, and how they deal with them. The results show that SMIs find themselves in different roles depending on which stakeholders' expectations they fulfil. Using role theory as a theoretical framework, we find that the conflicts between extended expectations (commitment, authenticity, and responsibility) lead to various moral dilemmas: non-disclosure, withholding negative experiences, lack of empathy, promotion of products without genuine experience, sharing opinions on socially relevant issues, and promotion of harmful products. Strategies for resolving these dilemmas which help SMIs manage their complex moral obligations include: spotlighting a role, downplaying a role, customizing a role, and resorting to a role. [ABSTRACT FROM AUTHOR]

In-store communication delivered through technological formats (e.g., kiosk, digital display) and nontechnological formats (e.g., magazine cover, flyer) can help retailers enhance sales by delivering relevant content to consumers. Although prior research has examined the effects of deal-oriented content that primarily offers promotions for a single product on shopper spending, the effects of inspirational content that sparks ideas (e.g., ways to use products) on spending are unclear. Inspirational content can affect spending differently from deal-oriented content as it activates stronger motivation for consumption goal completion. This article proposes that inspirational content activates stronger motivations for the consumer's goal completion and therefore increases spending more than deal-oriented content does. The authors propose and empirically test the hypotheses using data from a set of experimental studies, a field experiment, and an eye-tracking study. The results show that inspirational content increases spending more than deal-oriented content or no content does. This effect is mediated by consumption goal completion, such that it is attenuated when consumers already have consumption goals or when the content detracts from inspiration-induced goals. These results suggest that retailers can increase sales by using clear, inspirational content in their communications. [ABSTRACT FROM AUTHOR]

Retailer price promotions, and in particular multi-unit deals such as the ubiquitous "buy one, get one," are often criticized as a cause of food waste, presumably because they lure households into buying more than they can realistically consume. In this research, the authors combine field data and experiments to provide the first systematic test of this claim. The field data, which span eight frequently purchased perishable foods, show no evidence of a positive relationship between single-unit or multi-unit price promotions and food waste. In fact, households that took advantage of a multi-unit deal reported wasting less than did households paying regular prices (RPs), but only when the quantity purchased was larger than usual. Given this result, and that households also reported consuming and freezing more, the authors hypothesize that promotion-induced overbuying triggers a concern for food waste that encourages waste prevention. One experiment finds support for this mechanism. A second experiment shows that the effect on food waste concerns is moderated by perishability and versatility but unaffected by convenience and healthiness. Overall, then, this research invites regulators and other professionals to rethink their stance on price promotions and work with retailers to design smart campaigns that motivate waste awareness and management. [ABSTRACT FROM AUTHOR]

This research investigates how a price promotion on a fast-moving consumer good influences the sales of substitute products in a retail shelf or online display. An analysis of supermarket yogurt data finds that when nonpromoted products are strong substitutes for the promoted product, a 1% decrease in the price of the promoted product results in a.25% decrease in the sales of proximal products but no change in the sales of distal products—a negative promotion-proximity effect. However, when nonpromoted products are weak substitutes for the promoted product, a 1% decrease in the price of the promoted product results in a.10% increase in the sales of proximal products but no change in sales for distal products—a positive promotion-proximity effect. Subsequent studies show that these effects occur because a proximal strong substitute is more likely to enter a consideration set with the promoted product (negative promotion-proximity effect) and a proximal weak substitute is more likely to be seen and considered by a consumer who is not interested in the promoted product (positive promotion-proximity effect). [ABSTRACT FROM AUTHOR]

To clarify the effect of an epoxy resin (EP) system and ingredient content on the properties of epoxy asphalt (EA) and its mixtures (EAM), which is instructive for the selection of epoxy products and the promotion of its multiscenario application, two commercial EP systems (KD-BEP and KD-HDP, with mass ratios of 56∶44 and 61∶39 between the resin and the curing agent, respectively), were used to prepare EAs with different EP contents (10, 20, 30, 40, and 50 wt%), designated as EPBA and EPHA, respectively. Subsequently, their tensile and rheological properties were compared and evaluated using tensile, dynamic shear rheology, and bending beam rheology (BBR) tests. The pavement performance of different EAMs (EPBAM and EPHAM) was also assessed in a series of laboratory tests. The results demonstrated that 30 wt% EP content was inadequate to form a cross-linking network structure, and EPBA and EPHA exhibited brittle fracture characteristics in the tensile test at −10°C. EPHA possessed better mechanical strength and high-temperature deformation resistance, while EPBA had a significant advantage in low-temperature toughness. The mixture performance test results revealed that the mixture with EP content higher than 20 wt% presented satisfactory comprehensive performance. With the rise of EP content, the elastic component in the asphalt system increased and gradually formed a cross-linking structure, which improved the high-temperature stability, low-temperature cracking resistance, and moisture resistance. Meanwhile, EPBAM had superior low-temperature crack resistance and inferior high-temperature stability compared with EPHAM. Notably, the BBR test appeared unsuitable for analyzing the low-temperature toughness of EA materials, and it is necessary to explore a novel evaluation index. [ABSTRACT FROM AUTHOR]

Given the significant practical value impulsive buying brings to destinations, it has increasingly become a popular topic in tourist behavior research. However, few studies have examined how practitioners can sway tourists to engage in impulsive buying. This paper explores a possible strategy for practitioners by testing the effect of endorsers' emotions (excitement vs. calmness) on the tourists' arousal levels and their subsequent impulsive buying. In three experimental studies (including an actual behavioral study), we show that exciting (vs. calm) endorsement causes tourists to feel more aroused, which results in higher impulsive buying, manifested by unplanned purchases in both restaurants (Study 1) and hotels (Study 3), and actual impulsive purchases of special local products (Study 2). Moreover, the effect disappears when the tourists have a limited (vs. expanded) time horizon. Based on these findings, tourism marketers could choose and train endorsers for their products and services promotion accordingly. [ABSTRACT FROM AUTHOR]

Luxury brand managers are paying attention to utilizing non-fungible tokens (NFTs) as promotional tools, yet there has been limited study on the topic. To help address this gap, this study explores the impact of the cognitive and affective aspects of the use of NFTs as promotional devices on consumer behavior. A survey is conducted to explore aspects of NFTs that make them effective in as promotional tools. This study reveals four key attributes associated with NFT promotional efforts, namely, scarcity, authenticity, resaleability, and trendiness. Moreover, drawing on lovemark theory, the study finds a significant effect of NFTs electronic word of mouth generation and brand purchase intention. The empirical findings can aid both academics and practitioners in the management of digital marketing activities via NFTs. [ABSTRACT FROM AUTHOR]

Mandatory sponsorship disclosure has reduced the value of influencer campaigns, as consumers are astutely aware of their promotional nature. At the same time, influencers are mobilizing as activists for prosocial causes. Against this backdrop, we ask: Do activism statements within sponsored influencer posts increase their effectiveness? and if so "why" and "when"? Through one behavioral pilot study and four experiments, we reveal that activism statements in sponsored influencer posts prompt consumers to spend more time browsing the promoted product website and increase their purchase intentions. These effects are explained by a reduction in the activation of persuasion knowledge (i.e., reduced perceived selling intent). We further show that the positive effect of combining activism with product promotion is attenuated by the consumer's high level of cynicism. Moreover, influencer‐cause congruence boosts the positive effects of sponsored activism posts; however, incongruence causes these posts to backfire by raising perceived manipulative and selling intent. By intersecting two common phenomena in influencer posts (sponsorship disclosure and prosocial activism), we extend knowledge of the antecedents of sponsored influencer posts' success and offer strategies for marketers to harness them. [ABSTRACT FROM AUTHOR]

The use of social robots for product advertising is becoming prevalent. Previous studies have demonstrated that social robots can positively impact ad hoc sales recommendations. However, the essential question of "how effectively customers remember the advertised content" remains unexplored. To address this gap, we conducted a field study where physical robots or virtual agents were stationed at two locations within a grocery store for product promotion. Based on prior research, we hypothesized that customers would exhibit better recall of promotional content when it is heard from different agents rather than the same agent. Moreover, we posited that customers would exhibit more favorable social attitudes toward physical robots than virtual agents, resulting in enhanced recall. The results did not support our hypotheses, as no significant differences were observed between the conditions. However, when the physical robot was used, we observed a significant positive correlation between subjective ratings such as social presence and recall performance. This trend was not evident when the virtual agent was used. This study is a stepping stone for future research evaluating agent-based product promotion in terms of customer memory. [ABSTRACT FROM AUTHOR]

This study examines how fast food chains in Colombia utilize social media in their digital marketing efforts. It explores the strategies and content of the most active chains, employing a mixed-methods approach. The findings reveal a predominant use of Facebook, Instagram, and Twitter, with a primary focus on product promotion, though exhibiting limited technological innovation. The conclusion underscores the necessity of enhancing digital communication to maximize the potential of social media within the sector. [ABSTRACT FROM AUTHOR]

Starting June 30, 2022, Google implemented its revised Inappropriate Content Advertising Policy, targeting discriminatory skin-lightening ads that suggest superiority of certain skin shades. This study evaluates the ad content changes from 2 weeks before to 2 weeks after the policy's enforcement. Text ads from Google searches in eight countries (Bahamas, Germany, India, Malaysia, Mexico, South Africa, United Arab Emirates, and United States) were collected in 2022, totaling 1,974 prepolicy and 3,262 post-policy ads, and analyzed in 2023. A gold standard database was established by two coders who labeled 707 ads, which trained five natural language processing models to label the ads, covering content and target demographics. The descriptive statistics and multivariable logistic models were applied to analyze content before versus after policy implementation, both globally and by country. Vertex AI emerged as the best natural language processing model with the highest F1 score of 0.87. There were significant decreases from pre- to post-policy implementation in the prevalence of labels of "Racial or Ethnic Identification" and "Ingredients: Natural" by 47% and 66%, respectively. Notable differences were identified from pre- to post-policy implementation in India, Mexico, and Germany. The study observed changes in skin-lightening product advertisement labels from pre- to post-policy implementation, both globally and within countries. Considering the influence of digital advertising on colorist norms, assessing digital ad policy changes is crucial for public health surveillance. This study presents a computational method to help monitor digital platform policies for consumer product advertisements that affect public health. [ABSTRACT FROM AUTHOR]

In the digital age, marketers are increasingly utilizing online sales promotions. This study, however, hypothesized that offline (versus online) media more effectively induce consumer behavioral responses to sales promotion. Field and lab experiments supported this hypothesis, showing that sending print (versus online) coupons increased redemption behavior. This effect was mediated by cognitive engagement with the content and was more pronounced among consumers with low (versus high) brand attachment. These results were consistently replicated across different product categories. This study provides behavior-based evidence supporting the effectiveness of offline media and highlights brand attachment as a new moderator of the effect. [ABSTRACT FROM AUTHOR]

This paper analyses the effect of lucky events on the desire for unique products. Lucky events, characterised by chance, can elicit positive sentiments and feelings of uniqueness compared to others, which, in turn, may create a preference for more unique products. Three online experiments were conducted with varying manipulations of luck and behavioural intention targets. Mediation models and the moderated mediation model were tested using Hayes' (2013) bootstrap procedure. As predicted, the findings reveal a step by step process in which a lucky event triggers a desire for uniqueness, enhances perceptions of the uniqueness of an offering and yields more favourable purchase intentions. The process was robust to different sources of luck and different unique purchase targets. The research on which this paper is based complements existing studies on the antecedents of lucky events. Although prior research has mostly focused on what causes people to feel lucky, this paper adds to the nascent body of research on the consequences of feeling lucky, particularly in a consumer context. The studies conducted yield a number of managerial implications. [ABSTRACT FROM AUTHOR]

This study investigates the various marketing strategies employed in the malls and streets of Amman, Jordan. Specifically, it aims to identify the different methods salespeople use to attract customers' attention to their products indirectly, and sometimes through non-verbal means. The study illustrates how the theoretical concepts of speech acts, as discussed by Searle and Grice, are utilized in the marketing strategies observed in Jordanian malls and streets. It also examines how vendors and advertisers employ language not only to convey information but also to perform actions, such as persuading or invoking cultural values, without explicitly stating their intentions. By analyzing the subtleties of language use in advertisements, product promotions, and street performances, the study reveals how indirect speech acts are employed to engage consumers, foster a sense of community, and promote products. Indirect speech acts can imply more than what is explicitly stated, adding layers of meaning that facilitate communication between the customer and the salesperson. The findings indicate that each of the products discussed in this paper, commonly found on Jordanian streets, in shops, and in malls, has a unique marketing discourse crafted and employed by business owners or their staff to attract customers. Overall, indirect speech acts in Jordanian malls and streets reflect a sophisticated form of communication that is deeply rooted in local cultural and social practices, utilizing non-verbal cues such as music and scents to convey messages subtly. These methods are highly effective in achieving advertising objectives, aligning with cultural values that emphasize respect and subtlety in interpersonal interactions. [ABSTRACT FROM AUTHOR]

People are accustomed to using mobile phones to purchase products online. Previous studies identified brain activities associated with online buying decisions but did not assess mismatch negativity (MMN), P300 (P3a and P3b), and slow waves. We applied visual animation and sound effects to test visual–auditory multisensory concepts in product promotion strategies. Event-related potential (ERP) responses from 53 participants were analyzed to help design sound effects based on MMN, P300, and slow waves. We designed five short visual–auditory animation videos: visual animation sound effect (VASE), VA sound beep (VASB), visual standard sound beep (VSSB), visual animation–no sound (VANS), and visual standard–no sound (VSNS). These five apps were used to test how matched and unmatched multisensory user experience (UX) influences online shopping decisions. We also used Arrow's impossibility theorem to design the purchasing experiment. VASE evoked MMN (cluster p = 0.0184) compared with VSSB. VASE evoked the strongest P300 (P3a and P3b) responses (cluster p = 1 × 10−5), and VASB evoked more negative slow wave amplitudes (cluster p = 1.7 × 10−4) compared with VASE. Participants buy products unconsciously via most VASE and VANS mobile apps compared with via VASB and VSNS. Our findings suggest that sensory memory from multisensory UX can promote product consumption in mobile phone shopping interfaces. This study's testing of memory and attention from MMN, P300, and slow waves makes a novel contribution to the marketing discipline. The implications can motivate researchers to apply ERP to analyze the multisensory concept in future interdisciplinary research. [ABSTRACT FROM AUTHOR]

The article discusses modern aspects of innovative marketing. The existing definitions of the term "innovative marketing" are analyzed, the author's definition is proposed, the essence and main goals are indicated. General aspects of innovative marketing are analyzed: application of new technologies, orientation to changes in consumer behavior, integration of digital platforms for product promotion, adaptation to changes in the competitive environment. A comparison of innovative marketing with traditional marketing is made, the advantages and disadvantages of innovative marketing are highlighted. The tools of innovative marketing, possible strategies, as well as the stages of developing an innovative marketing strategy are indicated. The problems of the implementation of innovative marketing at the enterprises of Ukraine are highlighted, and the prospects are encouraging, taking into account the global trends of digitization and the growing interest in new technologies in business. [ABSTRACT FROM AUTHOR]

From a strategic point of view, the audiovisual sector is a key factor in the economic and cultural development of a country and a decisive factor in the promotion of the country's brand abroad (cf. Tribaldos Macía, 2013). To this end, in 2021 the Spanish government presented the Spanish Audiovisual Hub and in 2023 a series of measures were launched to promote the internationalisation of the sector. It is in this context that this research is presented, focusing on the analysis of the digital presence of the main Spanish film production companies, with the aim of observing their communication strategies to promote their products and, therefore, the Spanish audiovisual sector. [ABSTRACT FROM AUTHOR]

This study investigated the extension and marketing information needs of poultry farmers in Nkomazi, South Africa. A structured questionnaire was used to collect data through face-to-face interviews from 91 randomly sampled smallholder poultry farmers in the area. Descriptive statistics and Pearson Product Moment Correlation (PPMC) analysis was used to analyse the correlates of the extension and marketing information needs of the poultry farmers. The results revealed that information on optimal production, disease management, feeding and water management are prominent areas where information and advisory services were highly needed by the farmers. Also, areas of high marketing information need by the poultry farmers were on product promotion and advertisement, record keeping and market outlet and strategies. Farmer's income, membership of farmer groups, and access to extension visits were significant correlates of the farmers extension and marketing information needs. The study recommended a need to improve on the implementation of the National Extension Policy by extension organisations through scaling-up their level of reach to poultry farmers in the area and ensure that the prominent areas of extension and marketing information needs highlighted are focused on when rendering extension and advisory services to the farmers. [ABSTRACT FROM AUTHOR]

Although prior research suggests that a bonus pack is perceived as a pure gain and is thus preferred by consumers over a price discount which is perceived as a reduction in loss, the empirical evidence in the literature is mixed about whether consumers prefer price discounts or bonus packs. This research investigates how consumers' regulatory orientation influences their preferences for these two promotional tactics. The authors proposes that prevention‐oriented consumers prefer a price discount over a bonus pack, but promotion‐oriented consumers prefer a bonus pack over a price discount. This effect is due to the regulatory fit between the promotional tactic and consumers' regulatory orientation. A price discount aligns with a prevention orientation to minimize losses, while a bonus pack aligns with a promotion orientation to maximize gains. Furthermore, the authors propose that this regulatory fit effect on preferences is sequentially mediated by the experience of feeling right and perceived value of the promotional tactics. Four studies using different products and different operationalizations of regulatory orientation in both field and online settings provide converging and robust evidence for the proposed effect and underlying mechanism. Finally, the authors show that the proposed effect is attenuated when consumers' level of involvement increases. [ABSTRACT FROM AUTHOR]

Buy Now Pay Later (BNPL) adalah salah satu metode pembiayaan terbaru. Metode ini menawarkan cara baru untuk membayar suatu produk, membuat pembiayaan lebih inklusif bagi konsumen, dan merupakan metode pembiayaan yang populer, terutama bagi generasi muda. Namun, cara pembiayaan yang mudah tapi berisiko ini, dapat menyebabkan efek yang merugikan jika digunakan tanpa kontrol diri yang baik. Konsumen yang memiliki keterbatasan finansial akan memerlukan pendanaan untuk memenuhi kebutuhannya, namun hal ini juga dapat membuatnya menggunakan pembiayaan tersebut secara berlebihan. Promosi yang dilakukan oleh penyedia layanan BNPL semakin meningkatkan risiko untuk konsumen menggunakan BNPL secara berlebihan. Penelitian ini menggunakan metode experimental vignette method dan pengumpulan data melalui survei pada 926 pengguna BNPL yang berusia muda. Penelitian ini mengeksplorasi interaksi antara kondisi keuangan dan promosi terhadap kecenderungan konsumen untuk melakukan pengeluaran berlebihan pada BNPL. Penelitian ini menemukan bahwa kondisi keuangan dan promosi penjualan mempengaruhi kecenderungan konsumen untuk melakukan penggunaan berlebihan pada BNPL. Namun, penelitian ini menemukan bahwa konsumen yang memiliki kondisi keuangan yang memadai lebih rentan terhadap promosi dan pengeluaran berlebihan daripada konsumen yang memiliki kondisi keuangan yang terbatas. Selain itu, jenis promosi yang diminati oleh konsumen yang memiliki keterbatasan finansial adalah promosi diskon langsung, sedangkan konsumen yang memiliki kemampuan finansial yang cukup lebih tertarik pada promosi cashback.

Promotions are frequently deployed by firms in service intensive industries like tourism as a way to boost numbers like visitation and occupancy in times when excess capacity may be anticipated. While promotions may indeed augment revenues and other accounting measures commonly used by tourism firms to assess the success of marketing interventions, the impact of these sales tools on long-run finance-based indicators remains largely unexplored. Exploiting a rich dataset consisting of over 300 corporate level hotel promotions spanning nearly three decades, this study shows that promotions can be detrimental to long run performance of tourism firms. This erosion of the market value is particularly acute for promotions that involve tangible monetary components, such as price discounts. While this result supports the tenets of the hierarchy-of-effects theory and prospect theory, the observed effects of the tangible component of sales promotion entail an extension of these theoretical approaches to an intangible environment. [ABSTRACT FROM AUTHOR]

The coupon is one of the most popular methods of promotion. This study focuses on developing a comprehensive framework for measuring usage intention of digital coupons among moviegoers. The study adopted a step by step 'S-P-A-D-M' procedure for building a framework for usage intention of digital coupons by reviewing the extant literature and by interviewing domain experts. The framework highlights that intention to search, coupon proneness, and perceived coupon value are the key variables influencing the usage intention of digital coupons. Propositions have also been developed for each relationship. This study provides managerial guidelines to increase coupon redemption and identifies future agenda based on the proposed framework. [ABSTRACT FROM AUTHOR]

AbstractMarket share is a part of the total market that a company allocates to itself and prepares, adjusts and implements its marketing plans in order to meet its needs. This study was conducted to develop a local model of increasing market share in Iranian dairy industries with a qualitative approach. The current research is considered to be applicable in terms of its purpose, and exploratory qualitative in terms of code collection method. The target population includes 12 experts, including professors of Islamic Azad University in marketing fields, including marketing managers in dairy companies who are familiar with market share issues. Sampling was done with the purposeful method until theoretical saturation was reached in the interviews. The main tool of data collection in the field section includes semi-structured interviews. Data-based theory approach by means of MAXQDA.20 software was used to analyze qualitative data and provide a paradigm model. Based on the results of the qualitative analysis, 22 categories and 78 indicators were identified in the form of six main categories including causal conditions (internal marketing, product life cycle management, market attractiveness, marketing mix, competitive strategy and planning and targeting), background factors (characteristics of customers, competitive environment and market turbulence), central phenomenon (market share development strategy), strategies and measures (market share management, sales promotion, advertising, competition, special brand value and market segmentation), intervening factors (management risk and sustainable competitive advantage) and consequences (stabilization of brand position, profitability, bargaining power and increase in market share). As a result, the paradigmatic model of the native pattern of increasing the market share in Iran's dairy industries has been fully drawn with a qualitative approach according to six conditions (contextual, causal, intervening, central phenomenon, strategies and actions, and consequences).Extended AbstractIntroductionToday, the food industry is one of the most important and broadest active industries in the global economy. The growing population, the diversification of consumer tastes, the increasing importance of the health of food products, healthy nutrition as a factor in preventing the occurrence of many diseases, the prominence of the role of food from the economic, health, etc. aspects all show the significant role of nutrition and food industry in today human life (Khakbeez, Rezaei & Azizi, 2021). Milk and its products are of special importance in human life due to their extraordinary nutritional value, and they always provide part of the body's needs in the human food pyramid, including protein and some vitamins and especially calcium, but they do not have substitute products; therefore, in terms of examining alternative goods, the circle of investigation should be limited to all types of dairy products (Mousavinejad & Khoramnia, 2021). In recent years, an increasing number of experts and business theorists assume that one of the ways to increase the efficiency of a company is to increase the market share, but not paying attention to the factors of increasing the market share can sometimes cause trouble as well as less profit for a company and also will undoubtedly follow more risks (Rajani et al, 2023). The importance of this issue is not only in maintaining the company's current market share; after all, as the industry grows, a company's market share must also increase to remain competitive and profitable. An increase in market share requires obtaining a larger share than before, and this indicates that the company's growth is more than average and that they have performed better than their competitors. Market share and brand influence are important to understand as part of the larger puzzle of brand growth and diversification. The more you know about the current market position – strengths and weaknesses, competitors and potential opportunities, the more clearly you can prioritize brand growth strategies and reduce the inherent risk of new investments (Mohsen et al, 2021). The issue of market share and the factors affecting it is a very broad category that cannot be created by presenting a simple model and including a limited number of variables. Therefore, it is necessary to use exploratory methods to identify the maximum number of factors involved in the market share; in fact, the main innovation of the present research is also in this matter, which presents a comprehensive model of factors affecting the increase of market share with a qualitative approach. On the other hand, by reviewing the literature, it is clear that not much research has been done on the market share in the dairy industry, which indicates a major research gap. In fact, by reviewing the available literature, it is clear that so far, not much research has been done to provide a model for increasing market share, both inside and outside the country. Therefore, using a qualitative approach, a completely new model can be achieved in this field. In fact, this research can be considered as a complement to previous researches and an attempt to solve some research gaps. Based on the mentioned material, the researcher is looking for the question: what is the local model of increasing the market share in the country's dairy industry?Theoretical frameworkEconomy and industrial organization is one of the trends of economics that examines the mutual behavior of producers with each other, producers with consumers and consumers with each other, and the study of the elements of the structure, behavior and performance of markets is the most important subject of industrial economics, and the quality of relationship of these elements to each other, the direction of their cause, and the factors affecting each of these elements have been the subject of numerous studies in this branch of economics. Market share is one of the structural variables to measure the intensity of competition between producers, which is affected by functional and behavioral factors in the literature of industrial economics. How these factors affect market share in the form of structure, behavior and performance patterns has always been a subject of disagreement among industrial economists, so that the economists of the school of structuralism consider the direction of causality from structure to function; while behaviorists and economists of the Chicago school consider the direction of causality from performance to behavior and structure (Abzari, Safari Shad, Abedi Sharbiani & Porveshi Murad, 2019). Usually, popular metrics for measuring marketing success, such as market share, are not well understood and used inappropriately. Market share is a very popular metric. In a survey of senior marketing managers, 67% consider market share based on net dollars a very useful measure, and 91% consider market share evaluation based on units sold useful. The explanation of why managers consider market share as a valuable criterion is rooted in an old research that was conducted in the 1970s and it points to the existence of a significant relationship between market share and return on investment. However, this relationship may not be as clear as customers' expectations (Lee, 2019). Studies indicate that this relationship is often correlative rather than causal (Yousefi, Mehralian, Rasekh & Tayeba, 2019).Research methodologyThis research is fundamental in terms of its purpose, and descriptive exploratory in terms of nature. Because the database method and the paradigm model of Strauss & Corbin (1998) are of high comprehensiveness to include various components involved in a phenomenon; in this research, this approach has been used to provide a model for increasing market share in the dairy industry. The tool for collecting codes, indicators and components includes a semi-structured interview. The target population of this research includes professors of Islamic Azad University and several university units in marketing fields, including marketing managers in dairy companies who are familiar with market share issues. To determine the samples of this research and to determine this group of experts, the purposeful sampling method was used. After conducting 12 interviews, theoretical saturation was achieved. The implementation process of the current research was such that after studying the research literature and getting familiar with the subject, questions were formulated in the form of a semi-structured interview and given to the experts (participants in this research). Based on the answers given by the experts, coding was done in three consecutive stages, including open, central and selective coding, and thus the research paradigm model based on the database theory was obtained.Research findings Data integration is very important in grounded theory. In the research process, after collecting data, analyzing and interpreting them; it is time to present the model, conclusion and summary of the research. In the first step, by examining the current situation, the obtained data are classified into 6 main categories. Based on the opinion of professors and experts, 22 categories and 78 indicators from all the indicators obtained from the qualitative analysis of the interview database have been used to present the local model of increasing the market share in Iran's dairy industry.Conclusion Based on the results of the secondary coding of the research, internal marketing indicators, product life cycle management, market attractiveness, marketing mix, competitive strategy and planning and targeting were selected as the categories of causal conditions in compiling the market share increase in Iranian dairy industries. The result obtained in relation to causal conditions implies the fact that internal marketing is used to improve performance and increase the quality of products and services, improve the behavior and performance of personnel, develop organizational culture, and ultimately improve customer satisfaction. Every product has a specific life cycle that includes different stages such as design, development, production, marketing and sales. The indicators of product analysis, market analysis, competition analysis and environmental analysis were selected as the central categories in compiling the market share increase in Iran's dairy industries. The indicators of market share management, sales promotion, advertising, competition, special brand value and market division were selected as strategic categories in compiling the market share increase in Iran's dairy industry. The indicators of customer characteristics, competitive environment and market turbulence were selected as the categories of background conditions in compiling the increase of market share in Iranian dairy industry. The indicators of risk management and sustainable competitive advantage were chosen as the categories of intervening conditions in the formulation of increasing the market share in the dairy industry of Iran. The indicators of brand positioning, profitability, bargaining power, and market share increase were selected as outcomes in compiling the market share increase in Iran's dairy industry.

The prevalence of e-cigarette use among young people has become a growing concern, prompting the question of who is responsible for the promotion and marketing of these products to the vulnerable demographic: children and adolescents. The man behind the scenes in this scenario often is complicated. As we continue to navigate through the complexities surrounding e-cigarettes and youth consumption, it is essential that policymakers, public health officials, and parents work together to address this issue and prevent further harm to our future generations. [ABSTRACT FROM AUTHOR]

This study aimed to identify how Egyptian and multinational ceramic companies employed the fear of missing out strategy to promote their various products. The study relied on the media survey method in its descriptive and analytical quantitative and qualitative aspects by analyzing the content published on the Facebook pages of two Egyptian ceramic companies, namely Mahgoub Company and Al-Sallab Company, in addition to two international ceramic companies, namely RAK company and Rafin company. The number of publications subjected to the study reached (160) publications, based on the theory of dialogic communication. The results of the study reached the diversity of marketing methods used by ceramic companies to achieve the FOMO strategy in the publications of the ceramic companies in the study sample on their Facebook pages, where the publications that relied on the pop-up window method came in first place at a rate of 18.1%, which means improving the methods of writing marketing messages by using resonant phrases such as: "Hurry up and buy before the quantity runs out", "Be careful because it is your last chance", "A few hours and the countdown for this offer ends". It also showed that Egyptian companies outperformed international companies in employing FOMO strategies to promote their products; perhaps this is due to the reliance of international ceramics companies on other marketing strategies, such as relying on creating a distinct image for themselves through the use of many motives such as: the distinction, love of appearance, beauty and elegance, hope for a better life, feeling psychological comfort, and relaxation and enjoyment. [ABSTRACT FROM AUTHOR]

The nature and effect of credit period CP has been one of the major focuses and concerns in modelling TC settings. Only very little has been done on the distance in time between credit periods of channel members, which can be referred to as credit response time length. This work considers a supplier-retailer supply channel in which the supplier provides trade credit to the retailer, and allows a delayed repayment time. The retailer in-turn allows a delayed repayment time, and also aids sales by engaging in product promotion. It models the channel members' payoff using credit function, and explores two channel structures: a situation involving TC, and another without TC. It obtains a closed-form optimal promotion effort, credit period and Stackelberg equilibrium solutions for the payoffs. The work examines the effect of the supplier's CP and credit response time length on promotion and payoffs. It shows that while large credit period provision from the supplier will translate into large promotion effort, a large credit response time length - early repayment - requires a large promotion effort. It further shows that both players' payoffs continuously increase with credit period, with the supplier benefiting more from the increase. On the other hand while the supplier's payoff continuously reduces with increasing credit response time length, the reverse is the case with the retailer. Being the channel leader, the supplier's interest, can lead to making policies that can constrain the retailer to delay repayment until his optimal profit is achieved. In general the players perform better with credit scenario than no-credit scenario. Further, the supplier can opt for very early repayment provided he has a favourable agreement which will earn him larger payoff than what obtains in the other scenarios since the channel payoff in this situation is larger. [ABSTRACT FROM AUTHOR]

In shopping days, e‐commerce platforms (ECPs) and their sellers cooperate to promote sales through price discount and marketing effort. Supply chain finance (SCF) has been offered by ECPs to fuel sellers' preparations for shopping days. An ECP‐seller supply chain (PSSC) model is constructed to study the strategic interaction between the ECP and the seller. Given a price discount rate, we derive the ECP's optimal marketing effort level and feasible SCF service rule, as well as the seller's optimal supply quantity and financing decisions. Furthermore, we identify a price‐discount‐rate interval, in which the Pareto improvement of the PSSC can be achieved. [ABSTRACT FROM AUTHOR]

Sales of eco-friendly products have increased exponentially in the United States. To determine whether products of interest are eco-friendly, consumers often rely on informational cues from advertisements. While previous literature has examined individuals' attitudes toward different types of eco-labels, less is known about the effects of different eco-labels in product promotions within social-media environments. To address this gap, the current study focuses on the sources of eco-labels and the perceived levels of influencer expertise as informational cues and examines how these cues may influence perceived product quality, perceived healthfulness of the product, and advertising effectiveness (i.e., purchase intention and electronic word-of-mouth (eWOM) intention). This study employs a 2 × 2 experimental design (N = 295), considering two factors: eco-label source (regulated vs. nonregulated) and perceived influencer expertise (high vs. low). The results from the experiment indicate that advertisements featuring a regulated eco-label and an influencer with higher perceived expertise led to higher eWOM intentions. Additionally, perceived product quality mediated the effects of informational cues on advertising-related outcomes. These findings have both theoretical and managerial implications for social-media-influencer marketing in the context of eco-labeled products. [ABSTRACT FROM AUTHOR]

In this study, we report a 6-month empirical study on a service robot deployed in a bakery shop. Recently, potential applications of service robots have been increasingly explored. However, further empirical knowledge is required to determine the optimal approach to design service robots for useful applications. We also address "usefulness" from two perspectives: the effects of a robot on customers' shopping behavior and the practical benefits the robot could provide for human workers in its working environment. The results show that our robot achieved long-term effects on product recommendations for customers who visited the bakery store on a regular basis (weekly) but not for other customers. A thematic analysis of the interviews reflected the practical values that the staff expected from the robot. Based on these findings, we we outline key considerations for designing effective long-term service robot applications. [ABSTRACT FROM AUTHOR]

AbstractWith the rapid growth of live streaming e-commerce, there have been frequent issues such as broadcasters’ misleading product promotions and artificial live streaming scenes that have created a crisis of trust for consumers. To solve the above problems, this study introduces immersive technology into live streaming and establishes a moderated mediation model with trust as the mediation and immersive technology as the moderator to investigate impact of technology on live streaming. The results further validate that broadcaster reputation and perceived value promote purchase intention and indirectly enhance it through trust. However, perceived value promotes purchase intention through trust only when the immersive technology is low and medium. This means that when immersive technology is medium and high, it will become the most important factor affecting trust in live streaming. The study offers insights into the impact of immersive technology on trust and advocates for its consideration in advancing the live streaming industry. [ABSTRACT FROM AUTHOR]

This study aimed to analyze the effect of product development and Promotion on purchase intention, with the role of social media influencers as moderating variables. This research focuses on consumers of TEKIRO brand hand tools products distributed by PT Altama Surya Anugerah (ASA) - Indonesia. The research method used is quantitative, with a Google Forms survey approach. The research sample consisted of 190 respondents who were consumers of TEKIRO hand tools products in 15 major cities in Indonesia. The sampling technique used is non-probability sampling with the quota method. This data was collected by online and offline questionnaires, which the researchers then analyzed using Structural Equation Modeling (SEM) with the AMOS version 23 application. The study results indicate that product development has a significant positive effect on purchase intention. The Promotion has no significant effect on purchase intention. Social media influencers strengthen the positive Influence of product development on purchase intention. However, social media influencers do not strengthen the Influence of Promotion on purchase intention. This research implies that companies must prioritize innovative and sustainable product development and can utilize social media influencers who are credible, relevant to the company's business, know the influencer's audience, and have a good reputation to increase consumer purchase intention. [ABSTRACT FROM AUTHOR]

This study aims to examine the influence of Brand Image and Sales Promotion on Purchase Decisions mediated by Trust. The research involved 173 respondents who had made purchases at Sunyi, House of Coffee & Hope Jakarta. Data collection was conducted using an online questionnaire. The analytical method used is Structural Equation Modeling (SEM) with SmartPLS 3.0 software. The results of this study indicate that Brand Image and Sales Promotion have a positive and significant impact on Trust. Additionally, Brand Image and Sales Promotion also positively and significantly affect Purchase Decisions. Trust positively and significantly influences Purchase Decisions and partially mediates the effect of Brand Image and Sales Promotion on Purchase Decisions. This research provides empirical evidence that Brand Image and Sales Promotion are crucial factors in building Trust and influencing Purchase Decisions among consumers at Sunyi, House of Coffee & Hope Jakarta. The managerial implications of this study highlight the importance for Sunyi, House of Coffee & Hope Jakarta to continuously build a positive Brand Image and enhance effective Sales Promotion strategies to strengthen consumer Trust and drive Purchase Decisions. [ABSTRACT FROM AUTHOR]

Brands are increasingly using the metaverse to promote sales of products and services, but the social influence of avatars in that context is largely unknown. Grounded in social impact theory and impression management literature, this research investigates the impact of retail store employee avatar presence on consumer behavior. Two between-subjects studies from laboratory and online settings uncover consumers' aversive responses to employee avatar presence—living (human) and nonliving (robot)—on several key outcomes. This negative effect only emerges in embarrassing shopping settings, such as the purchase of condoms and adult diapers, but not in ordinary (nonembarrassing) settings. [ABSTRACT FROM AUTHOR]

We consider the problem of setting the optimal prices and promotions for a large number of products when the firm lacks demand information using adaptive experimentation. We consider the problem of setting the optimal prices and promotions for a multi product category when the firm lacks demand information. At each time, a customer arrives and chooses a product based on a discrete choice model where each product's utility depends on product features, its price and promotion, and the customer's features. Using a Thompson Sampling approach, we develop a regret-minimizing or alternatively, profit-maximizing algorithm for the retailer. We provide the first adaptive algorithm that simultaneously incorporates pricing and promotions into a discrete choice model. To make our algorithm computationally feasible over an infinite space of prices and promotions, we provide a novel method for learning the optimal price and promotion given a set of demand parameters. We also provide theoretical justification for our results and improve upon existing regret guarantees. Using simulations based on real-life grocery store data, we show that our method significantly outperforms existing approaches. In addition, we extend our methodology to a contextual setting, which allows for consumer heterogeneity and personalized pricing and promotion. Compared with existing works, our approach is agnostic to the parametric specification of the utility model and needs no assumptions on the underlying distribution of customer features. History: Olivier Toubia served as the senior editor. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mksc.2023.0322. [ABSTRACT FROM AUTHOR]

This study provides a big picture of research in the field of food marketing communication targeting children. It aims to identify conceptual and methodological gaps, and set future research agenda for investigating less-explored aspects of food marketing communication effects on children's food choices. A content analysis of the most influential scientific literature related to food marketing communication targeting children was conducted. Each eligible paper was analyzed based on lines of research and methodology. Analysis of 495 eligible papers revealed that "advertising" was the dominant line of research, followed by "sales promotion". The most common research method was content analysis, and the most common analysis technique was comparison tests. Among data gathering methods, two categories of "structured questionnaires and surveys" and "nonreactive measures" had the most frequencies. One of the main findings of this study is the scarcity of research within the domains of "personal selling", "direct marketing" and "public relations", all of which have significant potential in influencing children's food behaviors, both unhealthy and healthy. Additionally, there is the lack of studies using methods to consider children's voices that will be discussed based on the United Nations Convention on the Rights of the Child. [ABSTRACT FROM AUTHOR]

The digital era has significantly transformed the behavior of Indonesian consumers, particularly with the emergence of shopping trends through live streaming on e-commerce platforms. This study investigates the influence of the Big Five personality traits, financial perception, and external factors on the tendency for impulsive buying during live streaming. By integrating theories from consumer behavior and psychology, this research explores how self-control, money availability, economic well-being, time pressure, and sales promotions affect the tendency for impulsive buying. Using an online survey distributed among Indonesian consumers, this study provides insights into how these factors interact in the context of digital shopping during live streaming purchases. The findings aim to help e-commerce businesses optimize their sales strategies and offer recommendations to enhance consumer satisfaction. The results show a negative influence between self-control and the tendency for impulsive buying, with conscientiousness and extraversion personality traits showing significant effects on impulsive buying. The perception of money availability has a positive influence on the tendency for impulsive buying. From an external factors perspective, sales promotions positively influence purchase intentions, while time pressure negatively affects buying intentions or the tendency for impulsive buying. These insights aim to assist digital marketers and e-commerce businesses in optimizing their sales strategies and improving consumer satisfaction. [ABSTRACT FROM AUTHOR]

This research aims to analyze effective marketing strategies for innovative products from five state polytechnics in Indonesia. The research method employed a qualitative approach with data collection techniques involving in-depth interviews and document analysis, involving 20 respondents from various backgrounds, including polytechnic employees, students, business practitioners, and alumni. The data analysis was conducted using descriptive analysis and content analysis methods. The research findings indicate that the current marketing strategies for polytechnic innovation products are primarily limited to promotion through social media and polytechnic websites. The recommendations from this study include steps to enhance more effective marketing strategies. The first recommendation is to conduct market research to identify potential target markets. Subsequently, develop products that align with market needs, establish competitive pricing, and select appropriate distribution channels. Furthermore, the study suggests that successful marketing strategies require support from polytechnic management and trained human resources in marketing. Polytechnics should also build partnerships with industry and government agencies to expand their market reach and enhance the branding of their innovative products. Lastly, the research recommendations underscore the importance of using social media for innovative product promotion, strengthening collaboration with the industry, and optimizing available funds to expand the reach of polytechnic innovation product promotion. By implementing these recommendations, polytechnics can enhance the effectiveness of their marketing strategies and contribute to the success of marketing their flagship products from the five state polytechnics in Indonesia. [ABSTRACT FROM AUTHOR]

Background: Prominent product placement is a core promotional tactic in retail food environments. How this practice has been adapted for online supermarkets, and the extent to which it is applied to healthier and less healthy food products in this setting, is largely unknown. We aimed to investigate placement-type promotions of food products in Australian online supermarkets. Methods: We developed a new method to assess placement promotions and applied it to the online stores of the two largest supermarket retailers in Australia. Each online store was audited across six 'locations' (input prior to data collection), including a randomly selected high socio-economic position area and low socio-economic position area from each of the three largest Australian cities. The names, page locations and type of placement strategy of promoted food products were captured, with product healthiness assessed using the Health Star Rating (HSR) nutrient profiling system. Descriptive statistics summarised the page locations of promoted products and the placement strategies used to promote them, and chi-squared tests applied to compare product healthiness by retailer and socio-economic position. Results: We recorded 12,152 food products promoted through placement strategies, 99% of which were eligible for a HSR. Overall, 44% of products promoted through placement strategies were unhealthy. Cross-promotions and recommendations was the most common strategy recorded overall (55.9% of all strategies), and advertisements and site content was the strategy most likely to promote unhealthy products (53.7% of products unhealthy). One retailer was more likely to promote unhealthy products (46% v 43%, p = 0.004) and unhealthy products were more likely to be promoted in more disadvantaged than less disadvantaged locations (45% vs 43%, p = 0.05), though the magnitudes of difference were small. Conclusions: A considerable number of unhealthy products are likely presented to online grocery shoppers in Australia. Public health policies targeting unhealthy food promotions may need to be updated, including with consideration of the different ways that products can be prominently displayed online, to avoid exacerbating risks of diet-related disease and health inequalities. Our novel methodology could be used for ongoing monitoring of online supermarkets in Australia and elsewhere to inform such policies. [ABSTRACT FROM AUTHOR]

Marketing mix or marketing mix is a set of marketing tools that companies use continuously to achieve their marketing goals in accordance with the market or target. The purpose of this study was to determine the effect of product, price, place, and promotion on customer satisfaction of "X" Books Store at the Faculty of Engineering, Sam Ratulangi University Manado. The type of research used in this research is quantitative with an explanatory research approach. Data collection was carried out by filling out questionnaires by respondents. The population of this study were students of the Department of Civil Engineering and Architecture totaling 1196, of which a sample of 93 students was taken based on the slovin calculation. Data analysis was carried out using Coefficient of Determination, and Ttest. Simultaneously using the Coefficient of Determination test, the 4P variables, namely product, price, place, and promotion, have an effect on customer satisfaction at the X "Books Store at the Faculty of Engineering, Sam Ratulangi University Manado with a percentage of 39.6%. Based on the Pasal test using the T test, the 4P variable hypothesis, namely product and promotion, does not have a significant effect on customer satisfaction with a percentage of 12% and 10.5%. Meanwhile, price and place have a significant effect on customer satisfaction with a percentage of 26.7% and 35.1% at the Faculty of Engineering, Sam Ratulangi University Manado. This research has implications for the importance of effective marketing mix management at "X" Books Store in order to increase customer satisfaction. [ABSTRACT FROM AUTHOR]

Tapping into mediatisation as a critical lens to examine how cultural synergy, particularly Korean Wave’s influence, manifests and impacts of everyday cultural practice in Malaysia. Despite a delayed start compared to neighbours, the Korean Wave ignited by the drama “Winter Sonata” in 2002, maintains a remarkable popularity in Malaysia. This study delves deeper than the surface of the Korean Wave, or Hallyu, exploring the intricate interplay between Korean stars, social media, and the phenomenon’s power. This work aims to understand how these elements actively shape and maintain its influence. While there has been a proliferation of research on the Korean Wave, it focuses on K-Pop music and K-Drama. Thus, this research project is designated to highlight elements other than K-Pop and K-Drama in the Korean Wave phenomenon by focusing on non-K-Pop cultural products. By observing open social media accounts and content, as well as events related to South Korean products, this study will use qualitative methods, netnography and participant observation for data collection. The findings are discussed in four key themes: Exploring Platforms and Fan Communities and Their Impact on Everyday Practices; International Brands Using Korean Stars for Product Promotion in Malaysia; the Potential of Selected Qualitative Methods for Understanding Social Phenomena; and the Limitations of These Methods in Research. The study highlights the need to choose relevant theories and research methods to improve the quality and depth of findings, especially when exploring complex subjects such as fandom. [ABSTRACT FROM AUTHOR]

This study aims to analyze and prove the influence of Self-Concept, Copywriting, Sales Promotion on Impulse Buying both partially and simultaneously, as well as the influence of Self-Concept, Copywriting, Sales Promotion, Impulse Buying on Repurchase Intention both partially and simultaneously. The research method used in this study is a descriptive survey method and an explanatory survey with a sample size of 394 respondents, and the data analysis method used is SEM (Structural Equation Modelling). Based on the results of the study, the following findings were obtained, namely Self-Concept has a positive and significant effect on Impulse Buying. Copywriting has a positive and significant effect on Impulse Buying. Sales Promotion has a positive and significant effect on Impulse Buying. Self-Concept, Copywriting and Sales Promotion together have a positive and significant effect on Impulse Buying with a contribution of 85%. However, when viewed partially, selfcocept has a dominant influence on Impulse Buying. Self-Concept has a positive but not significant effect on Repurchase Intention, Impulse Buying has a positive and significant effect on Repurchase Intention, Sales Promotion has a positive and significant effect on Repurchase Intention, Impulse Buying has a positive and significant effect on Repurchase Intention. Self-Concept, Copywriting, Sales Promotion and Impulse Buying together have a positive and significant effect on Repurchase Intention with a contribution of 80%. However, when viewed partially, Sales Promotion most dominantly affects Repurchase Intention. Also for Self-Concept, Copywriting and Sales Promotion, Impulse Buying has a role as partial mediating to Repurchase Intention. This research found and proved that to increase Impulse Buying and Repurchase Intention, it is necessary to create advertisements that can affect the Self-Concept of generation Z and also improve Sales Promotion programs. [ABSTRACT FROM AUTHOR]

Most previous studies have shown that free gifts positively increase promoted product sales. However, will any characteristic of the gift hurt the promoted product, and how does it happen? This study has two purposes. First, the study sheds light on the brand preference of the promoted product being hurt in a gift promotion setting and examines the causes--gift quality and perceived brand fit. Second, a mental mechanism of the negative effect of a gift quality on the promoted brand preference was explored by applying perspectives of Expectancy-Disconfirmation Theory (EDT) and the Halo effect. Two experimental studies were developed. Study 1 confirmed that the lower gift quality, but not brand unfit, hurt the brand preference of the promoted product. Study 2 further examined its mental process and found two mediators between gift quality and promoted brand preference (i.e., expectancy disconfirmation of gift quality and preference toward the gift promotion mix). It supports the EDT and the Halo effect being applied to explain the mental mechanism. [ABSTRACT FROM AUTHOR]

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