MANAGEMENT SLANT
- Investing in cheap and low-quality giveaways is a waste of money.
- Consumers more likely will recall sponsor brands of low-quality giveaways than of high-quality giveaways, and low-quality giveaways have a negative impact on consumer attitudes toward the sponsor brand.
- For certain types of giveaways (e.g., matchboxes instead of pens), the negative effect on consumer attitudes is even stronger.
- Familiar brands with strong cognitive associations are not protected from the immediate negative consequences of low-quality giveaways.
- Sponsor brands can benefit from distributing giveaways if the giveaways are imprinted with the...