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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/16899

Title: Bargain effectiveness in differentiated store environments: When a good deal goes bad
Authors: Douce, Lieve
Willems, Kim
Janssens, Wim
Issue Date: 2014
Citation: Proceedings of the 43rd annual EMAC conference, p. 200-200.
Abstract: Differentiation is necessary to survive in today’s homogeneous retail landscape. One way to differentiate is by making use of store atmospherics. However, other marketing tools such as offering a bargain might conflict with this store differentiation strategy. In study 1, an experimental consumer lab survey (n = 50) confirms that store environment differentiation generates positive consumer affect, evaluations and approach behaviour. In study 2, a 2x2 between-subjects lab experiment (n = 121) furthermore demonstrates that in a highly differentiated store the presence of bargains negatively affects consumer reactions, supporting the assumption that bargains do not fit with a premium strategy.
URI: http://hdl.handle.net/1942/16899
ISBN: 978-84-370-9453-3
Category: C1
Type: Proceedings Paper
Appears in Collections: Research publications

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