What is it about?
This research explores whether mas-prestige brands should offer monetary discounts or not. If Yes, How should they communicate?
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Why is it important?
Brand prestige and monetary discounts are inversely related to consumer perception. Thus, exploring whether offering a monetary discount will benefit or harm a brand that targets the masses using the prestige route will answer whether and how such brands should use monetary discounts as a marketing mix tool.
Perspectives
Overall monetary discounts positively impact the purchase intention of such brands; however, they are positive for the first time and negative for the existing customers. Metaphorically communicating the discount can solve such circumstances.
Dr. Manish Das
Tripura University
Read the Original
This page is a summary of: Monetary discounts, metaphoric communication and mass prestige based branding: a comprehensive assessment, European Journal of Marketing, October 2024, Emerald,
DOI: 10.1108/ejm-08-2022-0584.
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