Title: Assessing the Influence of Coupon Collecting
Abstract: This study fds a void in the literature in regards to couponing by investigating the influence of coupon collecting rather than what causes coupon redemption. The study more specifically ex- amines the relationship between coupon collecting and brand aware- ness. Several information processing models are used Lo help explain the potential influence of coupon collecting. The results show nearly Uuee-fourths of respondents mentioned the brand they collected a coupon for as their togof-mind brand for vari- ous product categories. These fmdings suggest that a couponing strate- gy may be used to boost a brand's position in consumer's minds, and be more economical than alternative marketing strategies.
Publication Year: 1994
Publication Date: 1994-01-25
Language: en
Type: article
Indexed In: ['crossref']
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Cited By Count: 1
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