Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Effects of Various Sales Promotions on Sales Promotion Attitudes in Fashion Stores

  • Lee, Seung-Hee (Dept. of Clothing & Textiles, Sungshin Women's University) ;
  • Lee, Eun-Ok (Dept. of Clothing & Textiles, Sungshin Women's University)
  • Published : 2006.07.30
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Abstract

This paper studied the effects of consumers' fashion item sales promotion attitude, depending on different sales promotions (monetary vs. non monetary) and sales promotion benefit timing (immediate vs. delayed) in fashion stores (high involvement product brand vs. low involvement). Three hypotheses were developed. H1; Monetary promotion is more effective than non-monetary promotion in fashion stores. H2; Immediate benefit is more effective than delayed benefit for both monetary and non-monetary promotions in fashion stores. H3; High-involvement fashion brand is more promotion elastic than low-involvement. Data were solicited from 300 female college student and $2{\times}2{\times}2$ between subjects experiment were designed. The results found out that monetary sales promotion effect was more positive than non-monetary and H1 was supported. Furthermore immediate benefit method was more effective than delayed benefit and H2 was supported as well. Significant interaction between sales promotion type and benefit timing was obtained. However, brand involvement effect was not found to the sales promotion attitudes.

Keywords

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