Do Price Promotions Help or Hurt Premium-Product Brands?
研究区分直接降价与间接降价，以及是否附带前提条件（如赠品、以旧换新、忠诚度奖励），发现直接降价对销售促进最强，而无前提条件的直接降价和有前提条件的间接降价对品牌感知损害最小。
<h3>ABSTRACT</h3> Although various types of price promotion are used to increase sales, they negatively may affect consumers9 perceptions of a premium-product brand. The authors of this study believe their work advances the limited research in this area by distinguishing between direct- versus indirect-price reduction and marketers9 use of a “precondition”—<i>i.e.,</i> promotions offering free gifts, trade-in incentives, or loyalty-program benefits. Results of this two-part study, which combined sales data of German premium automobile brands with consumer-behavior analysis, showed that direct-price reduction had the strongest positive sales impact. Brand perception was least deteriorated by both direct-price reduction without a precondition—and indirect-price reduction with a precondition.