文章基本信息

标题：The Choice between Front-Loaded and Rear-Loaded Coupons for New Brands,
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作者：Rong Chen, Tsinghua University ; Xue Bai, Tsinghua University ; Feng He, University of Science 等
期刊名称：Journal of Management and Marketing Research
印刷版ISSN：1941-3408
电子版ISSN：1941-3408
出版年度：2010
卷号：4
期号：1
出版社：Academic and Business Research
摘要：The paper compares the effectiveness of front-loaded coupons and rear-loaded coupons for new product market entry, by considering the existing brand’s promotion choice at the same time. Two experimental studies consistently show that for the new brand front-loaded coupons can lead to higher purchase intention and promotion appraisal than rear-loaded coupons. Moreover, the effect is more prominent when the existing brand carries no promotions or use rear-loaded coupons. These studies provide important implications on promotional type and timing decisions for new product market entry. Keywords: front-loaded coupons, rear-loaded coupons, new brand, market entry
关键词：This work was supported by the National Natural Science Foundation of China (70872057, 70632003).