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Le prospectus promotionnel, de la communication prix à la publicité d'ambiance

Abstract : Store flyers' effects are rarely studied from the manufacturers' point of view. Therefore, this research specifically examines their influence on brand attention and perceived quality. Our experiment shows that store flyers appear as a form of ambient advertising and that consumers are note very sensitive to the information on prices that they convey. Thus, store flyers first increase brand attention, then enhance brand perceived quality. They would then contribute to develop brand equity, contrary to the widespread idea of a negative effect of sales promotion communication on it.
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https://halshs.archives-ouvertes.fr/halshs-00636233
Contributor : Béatrice Parguel <>
Submitted on : Wednesday, January 11, 2012 - 7:15:22 PM
Last modification on : Friday, October 23, 2020 - 4:50:56 PM
Long-term archiving on: : Thursday, April 12, 2012 - 2:20:53 AM

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  • HAL Id : halshs-00636233, version 1

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Béatrice Parguel. Le prospectus promotionnel, de la communication prix à la publicité d'ambiance. Colloque Etienne Thil, 2010, France. ⟨halshs-00636233⟩

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