Long- and Short-Term Effects of Sales Promotions

What is it about?

This article presents a meta-analysis aiming to assess the short- and long-term effects of sales promotions on consumer behavior.

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Why is it important?

First, the results revealed a significant relationship between sales promotion and both purchase intentions and sales volume. Second, we identified significant and positive connections with brand loyalty, perceptions of quality, consumer attitudes, and switching costs for consumers. Third, we noted that the sample type, the number of promoted products and sample size partially moderated the relationship between sales promotion and short/long-term effects.