Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.

Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception

Felix Zoellner

BMW Group

Tobias Schaefers

TU Dortmund University

MANAGEMENT SLANT

  • Different price-promotion types have different influences on sales and brand perception in the premium automotive market.