This article will explore the effects of promotional offers on brand personality perception, drawing key findings from a recent research study.
Key Findings of the Study
The study, published in the IPRPD International Journal of Business & Management Studies, found that promotional offers can negatively impact the perception of certain brand personality traits. [1, 2] Specifically, the study examined consumer responses to a new apparel brand presented in two different advertisement conditions: one with a promotional offer and one without. [3]
- Promotional offers diminished the perception of traits like „spirited,” „outdoorsy,” and „upper class.” [2, 4, 5] These findings suggest that while promotional offers can attract customers, they might also inadvertently alter the intended brand image. [6]
- The impact of promotional offers varied depending on individual consumer characteristics. Consumers with a strong affinity for low prices were less likely to associate the brand with the „outdoorsy” trait when exposed to a promotional offer. [7, 8] Similarly, consumers who expressed a strong fondness for brands showed a weaker association between promotional offers and perceived personal fit with the brand. [8, 9]
- Brand personality traits mediated the relationship between the advertisement conditions and consumer responses. The perception of the brand as „spirited” negatively influenced the willingness to pay a premium price and the likelihood of visiting a brand store. [10] This suggests that changes in brand personality perception can directly impact consumer behavior. [11]
Implications for Marketers and Business Owners
These findings have several important implications for marketers and business owners:
- Strategic Brand Positioning: Carefully consider the potential impact of promotional offers on your brand personality. While promotions can drive sales, they may also compromise the desired brand image. [6]
- Tailored Promotional Strategies: Recognize that consumer responses to promotions are influenced by individual characteristics. Develop targeted promotional strategies that align with the preferences of specific consumer segments. [9, 12]
- Consumer Engagement Strategies: Leverage brand personality as a key driver of consumer engagement. Focus on building emotional connections with consumers by highlighting brand personality traits that resonate with your target audience. [11]
Limitations and Future Research
This study was limited by its sample size and the use of simulated scenarios. [13, 14] Future research could explore these effects in real-world settings and across diverse market segments. [15] Additionally, investigating the long-term effects of promotional offers on brand personality and consumer loyalty would be beneficial. [14]
Conclusion
Promotional offers are powerful tools for attracting customers, but they must be used strategically to avoid compromising brand personality and consumer trust. By understanding the complex interplay between promotions, brand personality, and consumer behavior, marketers and business owners can make informed decisions that drive both short-term sales and long-term brand success. [13]
Kučinskas, G. (2024). PROMOTION HURTS BRAND PERSONALITY AND CONSUMER RESPONSES. International Journal of Business & Management Studies (Issue. 5, No. 05). Ijbms. https://doi.org/10.5281/zenodo.14136921