Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception
TU Dortmund University
- Different price-promotion types have different influences on sales and brand perception in the premium automotive market.
- Direct-price reduction has the strongest positive impact on sales numbers.
- Price-promotion types with which the customer is not familiar may be harmful for the brand.
- Management should focus on price-promotion typesâ€”with direct-price reductionâ€” that also are familiar to the customer.