Promotion Has a Negative Effect on Brand Evaluations: Or Does It? Additional Disconfirming Evidence

1 February 1992

journal article
Published by JSTOR in Journal of Marketing Research

Vol. 29 (1) , 143
https://doi.org/10.2307/3172499

Abstract

Early research on the effect of promotion suggested that a brand using that element of the marketing mix would be evaluated lower and therefore have a reduced r...

Keywords

MARKETING
MIX
NEGATIVE EFFECT
EFFECT ON BRAND
EVALUATED LOWER
ADDITIONAL DISCONFIRMING
PROMOTION SUGGESTED
BRAND USING
BRAND EVALUATIONS

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