Journal
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
Volume 32, Issue 4, Pages 442-444Publisher
ELSEVIER SCIENCE BV
DOI: 10.1016/j.ijresmar.2015.09.001
Keywords
Price promotions; Discounting; Retailing; Online buying
Categories
Funding
- Robins School of Business
- University of Richmond
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This research replicates Gupta and Cooper's (1992) study on consumers' discounting of discounts for different brand reputations in a bricks-and-mortar shopping channel and extends the investigation to an online environment. We determine that although discounting of discounts is on average stronger online, it has remained remarkably stable over time and across retail channels. Promotion thresholds are zero regardless of retail channel and brand reputation. Further, consumers perceive a discount to exist even without advertised promotions. (C) 2015 Elsevier B.V. All rights reserved.
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