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Why Cheap, Low-Quality Giveaways Are Bad for Brands

Quality of Freebies Drives Consumer Attitudes, But Personalization Can Help

Samuel Stäbler
DOI: 10.2501/JAR-2020-017 Published 23 July 2020
Samuel Stäbler
Tilburg University,
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Article Information

DOI 
https://doi.org/10.2501/JAR-2020-017

Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Received February 14, 2019
  • Received (in revised form) October 14, 2019
  • Accepted November 6, 2019
  • Published online July 23, 2020.

Copyright & Usage 
Copyright© 2020 ARF. All rights reserved.

Author Information

  1. Samuel Stäbler
  1. Tilburg University, s.staebler{at}uvt.nl
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Vol 60 Issue 4

Journal of Advertising Research: 60 (4)
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Why Cheap, Low-Quality Giveaways Are Bad for Brands
Samuel Stäbler
Journal of Advertising Research Jul 2020, JAR-2020-017; DOI: 10.2501/JAR-2020-017

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Why Cheap, Low-Quality Giveaways Are Bad for Brands
Samuel Stäbler
Journal of Advertising Research Jul 2020, JAR-2020-017; DOI: 10.2501/JAR-2020-017
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    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • THEORETICAL FOUNDATION AND HYPOTHESES
    • STUDY I
    • STUDY 2
    • ABOUT THE AUTHOR
    • ACKNOWLEDGMENTS
    • Appendix A Giveaways Used in the Experiments
    • Appendix B Robustness Checks
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More in this TOC Section

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  • How Anthropomorphized Brand Spokescharacters Affect Consumer Perceptions and Judgments
  • Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review
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