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ABSTRACT
The present study investigates whether different online sales promotion types influence Internet-user recall quality and help create brand awareness. The work also analyzes whether the quality of recall depends on whether or not the Internet-user clicks on the promotional banner. Based on a sample of 676 individuals, the authors found that nonmonetary online sales promotions (i.e. free gifts) generated a higher level of brand and product recall, while monetary online sales promotions (i.e. price discounts) generated a higher level of product recall. The implications of this study will help managers offer the online incentives that best align with their business objectives.
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Vol 54 Issue 1
